Amazon has launched a new click-and-buy TV show, which streams live and allows viewers to interact with the hosts and buy items instantly.
The etail giant’s Style Code Live is an update on a home shopping infomercial format, the first episode of which aired on Tuesday March 8. It focuses mainly on fashion and beauty but also features other categories such as homewares.
Style Code Live showcases a number of products available and allows viewers to click on the product via a carousel at the bottom of the screen. Two hosts present items while a third engages with consumer comments.
The 30-minute show streams every weeknight at 9pm Eastern Standard Time and features celebrity guests.
Amazon recently launched several own-label brands in the US, ramping up its focus on the category. The seven brands cover men’s, women’s and children’s clothing and are mainly low to mid-market. The ranges comprise 1,800 SKUs.
The etailer also revealed its fashion ambitions in the UK last year with the launch of a 46,000 sq ft photography studio in Shoreditch, east London. The studio employs about 35 people fulltime and is one of the largest of its kind in Europe.