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Amazon Teams with GroupM to Help Brands Leverage New Shoppable TV Channel

Amazon Live host Brand Milloy showcases a slate of beauty brands, including products from Method.
Amazon Live host Brand Milloy showcases a slate of beauty brands, including products from Method. (Image courtesy Amazon)

Amazon has teamed up with media investment company GroupM to co-develop original, shoppable content for the new Amazon Live free ad-supported TV (FAST) channel, which launched in April 2024 on Amazon’s Prime Video and Freevee streaming TV services.

The mobile experience that sits alongside Amazon Live's streaming TV content.
The mobile experience that sits alongside Amazon Live’s streaming TV content. (Image courtesy Amazon)

The partners will work together to create content that merges entertainment with branded experiences, by helping brands authentically infuse product placements and messaging into shows tailored for their intended audience. Leveraging Amazon Live’s “shop the show” capability, customers can easily shop featured products on their mobile device without interrupting their viewing experience.

“We’re excited to work with brands to develop new, shoppable content formats for customers,” said Julie Haleluk, Global Head of Growth for Amazon Shopping Videos in a statement. “These shows seamlessly blend entertainment and shopping with organic branded experiences, offering brands across all industries a powerful way to connect with audiences and drive results.”

Virgin Voyages, Method Test Out Amazon Live Integrations

New Amazon Live series 'In Bed with Paige DeSorbo' is sponsored by Unilever's Nexxus brand.
The new Amazon Live series ‘In Bed with Paige DeSorbo’ is being sponsored by Unilever’s Nexxus brand. (Image courtesy Amazon)

Brands are already leveraging the new FAST channel to reach engaged audiences. Earlier this month, Amazon Live produced a travel-focused shoppable stream during a Virgin Voyages sailing, enabling viewers to virtually immerse themselves in the cruise experience and shop curated vacation packages. And personal care brand Method integrated its Simply Nourish haircare products within Amazon Live’s Beauty Haul and Get Ready with Me series, where host Brandi Milloy offers beauty and product tips.

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Brands also are partnering with Amazon Live creators: Bravo’s Summer House star and Giggly Squad podcaster Paige DeSorbo will premiere a new original series, In Bed with Paige DeSorbo, on Amazon Live on June 18, where she will share her go-to fashion and lifestyle tips straight from her bedroom. Set to be the series’ inaugural sponsor, Unilever‘s Nexxus will integrate its haircare products into the “Paige’s Nightstand and Necessities” segment.

GroupM Partnership to Debut with Danone

The first content to debut under the GroupM partnership will feature Danone’s Silk oat milk creamer, which will be featured in a hybrid “Be Your Own Barista” show that will blend pre-taped comedic “man-on-the-street” segments with live in-studio barista demos. Creators will taste the product and offer viewers a behind-the-scenes experience while enabling seamless purchasing of Silk’s latest offerings through their mobile devices.

“The media landscape continues to evolve with integrated opportunities that connect streaming and commerce,” said Susan Schiekofer, Chief Digital Investment Officer at GroupM in a statement. “GroupM strives to offer our clients innovative and custom, first-to-market content that will optimize business outcomes while providing a delightful experience to audiences everywhere.”

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