Amazon adds 1-Click to Prime Video

Amazon (NASDAQ:AMZN) is integrating its 1-Click buy button into streaming video, letting viewers buy food items directly from the program.

It's a part of an upcoming series about Japanese cuisine produced in partnership with Japanese entertainment company Yoshimoto Kogyo, according to Nikkei. The streaming series is available to Amazon Prime members and viewers will be able to buy select food items by simply tapping the 1-Click icon on the screen, which uses stored payment information to finish the transaction.

The program and feature will be available in Japan and some additional locations.

Amazon has used its streaming services to grow membership and cement customer loyalty, thus growing sales. But by integrating the buy button into entertainment content, Amazon is creating a new shoppable environment.

In July, the company debuted new shoppable apps from HGTV and Food Network that let viewers of original content use their Fire TV device to browse and buy directly from the show.

For more:
- see this Nikkei story

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