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Screen Shot 2015-10-29 at 10.40.49 AMTelevision shopping king QVC announced a new Apple TV app on Thursday that will let viewers quickly order products they see on the screen with a click of the remote.

apple tvThe news comes just a day after GeekWire reported on a similar project underway at Amazon. The e-commerce giant is working to incorporate its massive e-shopping platform and product placement into its Fire TV streaming devices. Amazon is even developing its own QVC-like shopping network with on-screen ordering that will launch next year.

Not to be outdone, QVC will be offering a very similar service.

The company says the new app will be available in the U.S. shortly after the new Apple TV launches on Nov. 4. It will feature live and prerecorded shows, with an on-screen “speed buy” button. You’ll also be able to log in so you won’t have to enter payment and shipping information each time you place an order.

QVC already offers a similar ordering option next to live streams on its website and apps for other devices. But now you’ll be able to order products directly from your television, making impulse buys easier than ever before.

This will be an interesting trend to keep an eye on, as TVs continue to become smarter and open new e-commerce avenues. We still don’t know how everyday users will respond to the ability to order products with a TV remote, but it’s clearly an area Amazon and QVC are both interested in figuring out.

“With the all-new tvOS operating system, we were able to create an innovative, immersive shopping experience on Apple TV,” QVC Vice President Venkatesh Natarajan said in a statement. “QVC Apple TV will continue to evolve, offering new features and capabilities over time.”

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