Tech News : Amazon Launches Amazon Live FAST Shopping Channel

Previously available on desktop, mobile and Fire TV, Amazon has now extended the reach of its “Amazon Live” FAST free ad-supported, interactive TV “shoppable” channel by launching it on Prime Video and Freevee, for US customers.

What Is Freevee? 

For those who aren’t familiar with Freevee, it’s an Amazon-owned, ad-supported, premium, free streaming service that offers a 24/7 variety of TV shows, movies, and original content. It was previously known as IMDb TV. Freevee can be watched via an app on Amazon devices like Fire TV and Echo Show, smart TVs from brands like LG and Samsung, streaming media players including Roku and Apple TV. It can also be watched on gaming consoles (Xbox and PlayStation), mobile devices with Android and iOS apps, and directly through web browsers on PCs and laptops.

Amazon Live 

Amazon Live was originally launched on February 7, 2019. It’s a live streaming service where influencers and brands can promote and demonstrate products available on Amazon in real-time, similar to a digital shopping channel. The platform allows viewers to interact with hosts through a live chat feature and directly purchase products featured in the streams.

How Popular Is It? 

Amazon says that in 2023, more than 1 billion customers in the US and India watched Amazon Live streams across desktop, mobile, and Fire TV.

Easy To Buy 

Amazon also says that one of Amazon Live’s most unique benefits is 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”. 

Now On Prime And Freevee 

Wayne Purboo, vice president of Amazon Shopping Videos, announced the launch of Prime and Freevee saying “We are excited to bring customers more ways to shop with their favorite Amazon Live creators and brands on our premium streaming services”. Mr Purboo described the reason for (and the benefit of) extending the reach of Amazon Live Fast saying: “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.” 

How It Works 

With Amazon Live FAST, while watching the FAST Channel, customers can open the Amazon Shopping app on their phone, and type “shop the show” into the search bar. This enables them to be instantly directed to a shopping carousel highlighting the featured products they see on TV in real-time.


Amazon says that with 75 per cent of adults in the US looking at a mobile device while watching TV, the “shop the show” technology means customers are given a seamless, interactive, and convenient “shopping experience”. In other words, it’s incredibly easy to buy on impluse!

Creator and Brands 

Amazon Live FAST on Prime Video and Freevee will feature customers’ most-watched and most-loved content and will also provide an opportunity for creators and brands. Amazon says its creators “bring their unique style, expertise, gossip, and authenticity to each stream, making the experience even more engaging and entertaining.” 

The experience that Amazon is trying to create for customers can be summed up by Paige DeSorbo, described as a TV personality, fashion tastemaker (and co-host of Giggly Squad) who says: “Watching Amazon Live is like shopping with a friend who is also a personal stylist.” 

What Does This Mean For Your Business? 

Amazon’s launch of Amazon Live FAST on its two premium channels, Prime Video and Freevee, is a move designed to extend a successful format of live streaming and ad-supported content. This move should help Amazon to capture an even larger portion of the digital advertising market while boosting user engagement across its platforms.

For content creators, this could open up new opportunities for real-time audience engagement, which could significantly enhance interaction and visibility. Also, the direct integration of streaming with purchasing options, making it incredibly easy for customers to buy on impulse, offers a lucrative new channel for monetisation through advertising revenue shares and increased sales conversions. Creators can also benefit from Amazon’s vast customer base, potentially expanding their reach well beyond traditional or social media channels.

For competitors, Amazon’s entry into the FAST channel market is a heightening of competition, challenging established players in live streaming and ad-supported content like YouTube, Twitch (an American interactive video live-streaming service), and other streaming services. These competitors may now face increased pressure to innovate and improve their offerings in terms of content quality, user experience, and pricing models to retain and grow their user bases. Also, Amazon’s extensive data capabilities and its seamless integration with its retail and advertising businesses mean it’s now an immensely powerful contender for attracting ad spends.

This could result in the shifting of advertising money away from traditional TV and other digital platforms, compelling content creators and competitors alike to adapt to these rapidly changing market dynamics. Amazon’s strategy not only aims to diversify and enrich its content offerings but also to further integrate its ecosystem, making it a comprehensive hub for entertainment, shopping, and social interaction (no need to go anywhere else), which could reshape the landscape of digital streaming and advertising.

Tech-Trivia : Did You Know? This Week in Tech-History …

‘Stooky Bill’ : 02 October 2025

In days gone by, a Scottish person with a broken appendage might well have said their arm or leg was held in a ‘stooky’ (or ‘stookie’) which meant a plaster-cast. It’s thought the word comes from ‘stucco’ (plaster) although the term also has a derogatory meaning for a ‘stupid person’, so perhaps it’s no surprise that one specific dummy was named Stooky Bill.

This particular dummy was a crudely made ventriloquist-model and was chosen because of its highly-contrasted painted facial features. These were necessary because on the second of October 1925, the first ever (grayscale) image was transmitted by television at an incredible five images per second. At the time, the lights were so hot that poor old Stooky Bill was singed and cracked although the inventor, John Logie Baird wasn’t too upset because he’d experienced many, many other setbacks along the way.

Whilst he was famous for pioneering the ‘telly’ he did have various other television-related successes including primitive video-recording (‘phonovision’ 1928), the first transatlantic television transmission (1928), the first 3D Television (1940) and the first colour-TV (1944). Not that he was limited to television because his achievements also included radio direction finding, fibre-optics, infrared night viewing and even a primitive cousin to radar as early as 1926 (according to his son).

However, like all pioneers, he had his fair share of flops too, including rust-resistant razors made of glass (they shattered often) and diamonds made from graphite (too much current required – he shorted-out Glasgow’s power supply). Suffering from poor circulation to his feet, he also worked on thermal socks and pneumatic shoes, although the balloons inside the soles kept bursting so he abandoned his idea. As an aside, his failures in pneumatic footwear didn’t stop Dr Martens boots becoming wildly successful later on, with their air-cushioned soles.

Innovation is the lifeblood of many successful IT companies and it can be developed internally (such as in Baird Television Limited) or acquired externally – just think of all the successful acquisitions companies like Google have made and added to their repertoire (including YouTube as this is a video-themed post).

Whilst watching broadcast-television is now in decline (in the UK it’s declined by around a quarter in the last three years alone) we can nevertheless be thankful that in 2023, we’re not watching unintelligible dummies with overly-painted faces who need to be manipulated by their operators behind the scenes. Or are we?