Amazon Fire TV lets users shop on-screen

Amazon (NASDAQ:AMZN) announced a new feature that lets Fire TV and Fire Stick users shop from their televisions.

Fire TV and Fire TV Stick stream content directly to a user's TV through an internet connection, turning otherwise dumb devices into smart TVs, or serving as a replacement for set-top boxes provided by cable or satellite companies.

Amazon quietly introduced the service last month as a test, according to Geek Wire. The initiative is already exceeding early expectations and the plan is to unveil a fully developed shopping channel like QVC. Shoppers could have access to Amazon's range of merchandise sometime in 2016.

Amazon could also be developing a way to extend its X-ray feature to make TV shows and video content more shoppable, Geek Wire reported. X-ray product integration would let viewers see specific items in a program, then click to buy.

Currently, Amazon is using banner ads to inform viewers about items available for purchase. Anyone watching content on Fire TV or Fire Stick can click on the banner ad, click to proceed to checkout, and then finalize the purchase with the stored information in their Amazon account. Amazon Prime member benefits also apply.

Making TV more shoppable has long been a goal of retailers and marketers. Smart TVs and mobile visual tools are making that goal a reality, albeit slowly. Amazon's efforts, along with Apple TV's new shopping capabilities, could push TV shopping forward at a more rapid rate.

For more:
-See this Geek Wire story

Related stories:
Amazon considering private-label apparel
Amazon fires back at The New York Times
Amazon sues Fiverr writers for fake reviews
Amazon launches crowdsourced delivery Flex
Amazon limits free, two-day shipping