Amazon makes original content shoppable

Amazon (NASDAQ:AMZN) has debuted new shoppable apps that let viewers of original content streamed using their Fire TV device browse and buy directly from the show.

The Watch & Shop apps are from HGTV and Food Network. Viewers can download the apps through August and then watch original content using their Fire TV or Fire TV Stick. They can then shop for products related to topics mentioned in the shows without leaving the app.

Viewers use a Fire TV Remote to click the "view all products" icon on the screen to see product details, select their shipping preference and purchase the products they want, according to Scripps Networks Interactive.

There are four programs that work with the app: HGTV Gardening, HGTV Home Improvement, HGTV Smart Solutions and Food Network Summer Entertaining.

"In the industry, we see many efforts to help consumers buy what they see and shop a second screen as result of TV viewing, but this is a huge jump in making it one seamless experience," said Beth Lawrence, exec-VP of digital ad sales for Scripps Networks Interactive, parent company of HGTV and Food Network. "It's gratifying to be on the cutting edge of this type of innovation, marrying the power of our lifestyle brands with Amazon's popular Fire TV devices and shopping experience."

Each show also has a named brand sponsor.

"Our advertising clients align with our brands in order to put them close to the most desirable audiences and to deliver the best results for their marketing dollars," said Lawrence. "This opportunity, and what it possibly holds for the future, could open up even greater exposure and an exciting new customer engagement venue for them."

Shoppable programming and ads have been tested by a variety of companies, but have not progressed much beyond that. But Amazon Fire TV is growing marketshare, and the retailer reported that Fire TV products were among its top sellers on Prime Day.

For more:
- see this Scripps press release

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