Amazon has added interactive shopping from Amazon Live to Prime Video and the Amazon-owned FAST platform Freevee. Previously available only via web browser on computers, mobile and Fire TV, Amazon Live now debuts as a “Live TV” tab on Prime Video and Freevee while continuing to be available at Amazon.com/live. With the TV launch of Amazon Live, customers in the U.S. will “have more ways to shop with creators, brands, and celebrities” and will also be offered “shop the show” technology enabling what the company says will be “seamless” browsing, shopping and engagement with content using their mobile device.

While watching the Amazon Live FAST channel, customers interested in making a purchase can open the Amazon Shopping app on their phone and type “shop the show” into search to be connected to a shopping carousel highlighting the featured products they’ve viewing on their TV screens in real time.

Amazon says in an announcement that 75 percent of U.S. adults are already “looking at a mobile device while watching TV,” citing a Samba viewership report, and goes on to extoll the virtues of “how customers can easily add items to their shopping cart and complete their purchases in just a few clicks without ever leaving what they’re watching.”

The e-retail giant says that in 2023, more than 1 billion customers in the U.S. and India watched Amazon Live streams across desktop, mobile and Fire TV.

“Amazon Live’s FAST channel will feature 24/7 programming from popular creators and celebrities, such as reality TV stars Lala Kent (‘Vanderpump Rules’) and Paige DeSorbo (‘Southern Charm’), who is also launching her own original show on Amazon Live, where she’ll develop brand new content,” writes TechCrunch, adding that “brands like Tastemade and The Bump will also host streams to sell their products.”

Last year, shopping stalwarts QVC and HSN launched linear shopping channels on Freevee. And this isn’t Amazon’s first stab at interactive shopping. In September, the company launched “an immersive experience” on the web to promote Prime Video’s “Gen V,” a spinoff of “The Boys,” with a virtual store featuring merchandise themed to the fictional Godolkin University.

The shoppable Amazon Live is “integrating TV and mobile devices,” according to PYMNTS, which says its own research “has found that consumers want integrated shopping and entertainment experiences that will let them watch a favorite livestreamed series on a mobile device and purchase the clothing or jewelry worn by an actor on the screen.”