Amazon and Walmart Race to Integrate Commerce and Content

PYMNTS.com April 19, 2024

As shopping and entertainment become increasingly intertwined, Amazon and Walmart are looking for new ways to drive sales via content.

On Tuesday (April 16), Amazon Live announced a new interactive, shoppable channel called FAST Channel on Prime Video and Amazon Freevee, featuring the eCommerce giant’s “shop the show” technology, enabling viewers to shop and engage with the content they’re watching on their TV on their mobile devices.

“With the new ‘Amazon Live’ FAST Channel on Prime Video and Freevee, we’re making shoppable entertainment more accessible, interactive and engaging than ever before,” Wayne Purboo, vice president of Amazon Shopping Videos, said in a statement.

Amazon is not the only retail behemoth tapping streaming to encourage sales. Late last year, Walmart announced...

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