Amazon Live and GroupM launch new shoppable content partnership

A lady

Amazon Live and GroupM, WPP’s media investment group, announced a first-of-its-kind partnership to co-develop original, shoppable content for the recently launched Amazon Live free ad-supported streaming TV (FAST) Channel on Amazon’s premium streaming services, Prime Video and Amazon Freevee.

This new content type will merge entertainment with branded experiences, enabling brands to authentically infuse product placements and messaging in 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 ever interrupting what they’re watching. With 75% of U.S. adults using mobile devices while watching TV, this streamlined shopping experience caters to modern viewing habits.1

synchronized second-screen

A synchronized second-screen experience enables shoppers to seamlessly shop products on their TV from their mobile device.

The first brand collaboration with Danone will highlight the launch of Silk's new dairy-free, plant-based coffee creamers this fall. Creators will taste the product and offer viewers a candid, behind-the-scenes experience while enabling seamless shopping and purchasing of Silk's latest offerings through mobile devices.

"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. "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.”

“The media landscape continues to evolve with integrated opportunities that connect streaming and commerce,” said Susan Schiekofer, Chief Digital Investment Officer at GroupM. “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.”

More ways for brands to connect with their audiences

Brandi Milloy

Host Brandi Milloy is behind the scenes prepping for her livestream at Amazon Live Studios

Shoppable video offers brands meaningful opportunities to engage customers in authentic and unique ways, and in many cases, the chance to experience something new. 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 for the first time, and shop curated vacation packages. Another brand, Method, integrated its Simply Nourish haircare products within Amazon Live’s “Beauty Haul” and “Get Ready with Me” episodes, where host Brandi Milloy inspired viewers with trending beauty tips, while they could conveniently shop the featured products.

Brands are also partnering with fan-favorite Amazon Live creators. Bravo's Summer House star and Giggly Squad podcaster Paige DeSorbo is premiering a new original series, "In Bed with Paige DeSorbo," on the new Amazon Live FAST Channel on June 18, where she will share her go-to fashion and lifestyle tips. Paige will host engaging conversations with a range of guests and chat with viewers, 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.

Paige DeSorbo

Creator, Paige DeSorbo, is in her bedroom set for her original series on the new Amazon Live FAST channel.

Amazon Live introduced its new FAST Channel in April, blending a shoppable social feed with 24/7 streaming of top content and creators like Lala Kent, Kyle Richards, Tastemade, and more. Watch and shop on Prime Video, Fire TV, the Freevee app, or

1 Samba TV H223 U.S. State of Viewership Report, 2023