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Now Playing: Amazon Targets TV and Fashion

Amazon is mulling its own brand of clothing, and it’s getting into TV commerce, possibly with its own shopping channel. Geekwire noted in a post on Thursday that people who use the Amazon Fire TV Stick remote can make purchases via their televisions.

The Fire stick is similar to Google Chrome or Roku devices that allow people to watch streaming content from the likes of Netflix, Amazon Prime Video, and Hulu.

“Amazon has quietly rolled out ecommerce functionality on its Fire TV devices, the first step in a broader plan by the tech giant to integrate online shopping and product placement into the on-screen television experience,” Geekwire wrote. “The test began two weeks ago, and is performing above expectations so far, according to a source with knowledge of the situation.”

It then addressed reports from AFTVnews.com regarding an entire shopping channel.

AFTVnews wrote, “The full-fledged Fire TV shopping feature still under development is expected to bring the ability to purchase nearly all products offered through Amazon.com. You’ll be able to browse products in various departments, apply filters and sorting options, as well as using the Fire TV’s voice-search functionality to more easily find what you’re looking for.”

It said Amazon was holding off on the full launch until it had a fully functioning shopping cart, and wrote, “the upcoming holiday shopping season is too enticing for Amazon not to use the already functioning aspects of the new shopping feature in a limited fashion.”

Both Geekwire and AFTVnews feature screenshots for those wanting to get a taste of what it’s like to order candy on your TV in time for Halloween.

Also making news on Thursday was Amazon’s plans to launch its own private-label clothing lines. The news came from a talk at the WWD Apparel and Retail CEO Summit on Tuesday.

BuzzFeed quoted Jeff Yurcisin, vice president of clothing at Amazon Fashion and CEO of Amazon’s Shopbop unit, saying that Amazon is wooing fashion brands to the site, but Amazon may get into private-label to fill gaps it identifies.

“Amazon’s willingness to manufacture its own version of products that it can’t get from actual fashion brands might be a new negotiating chip for the company, not to mention more profitable,” BuzzFeed wrote.

What do you think of Amazon TV and fashion brands?

Comment on the EcommerceBytes Blog.

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Ina Steiner
Ina Steiner
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). She is a member of the Online News Association (Sep 2005 - present) and Investigative Reporters and Editors (Mar 2006 - present). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com. See disclosure at EcommerceBytes.com/disclosure/.