Amazon is launching its first daily live show, a fashion and beauty program called “Style Code Live,” combining its e-commerce platform with its video streaming technology in a new bid to expand its appeal in the world of online retail.
It’s the first step in a broader initiative that could have big implications for Amazon’s business. People watching “Style Code Live” on will see a carousel of products beneath the live video player, updating dynamically to point them to products on Amazon as they’re discussed during each episode.
GeekWire first reported in October that Amazon planned to launch its own online shopping shows starting this year, offering a digital alternative to the likes of QVC and the Home Shopping Network. Amazon has foreshadowed this possibility since its acquisition of live streaming platform Twitch in 2014.
In a related move, the company has also been testing the ability to let users of its Fire TV set-top box and streaming stick buy products directly from their television screens.
The 30-minute show, focusing on the latest trends and products in fashion and beauty, will premiere tonight at 9 ET/6 PT, streaming live on Mondays through Thursdays, with a highlights show on Fridays. It’s hosted by Lyndsey Rodrigues, a former host of MTV’s Total Request Live; Rachel Smith, a correspondent for Good Morning America and Nightline; and Frankie Grande, an actor and TV personality.
Features of the live stream will include the ability to chat with the hosts during the show. Guests during the first week include Danielle Bernstein, founder of fashion blog WeWoreWhat, and Grammy-winning musician Meghan Trainor.
The company says the show is best viewed on desktops, laptops and tablets, but mobile options will be added soon.