“Style Code Live,” Amazon’s experiment with a QVC-style show for the internet era, has been canceled.
The news was first reported by Page Six after an anonymous source close to production told the entertainment news site that the staff was notified of the project’s end “very abruptly.”
Amazon has since deleted the social media pages for the show and stopped airing daily episodes.
“Style Code Live” was trailblazing for two reasons. It was Amazon’s first major foray into live video content and it was the first Amazon show to point customers directly to products for sale on the e-commerce site.
Viewers would see a carousel of products beneath the live video player, updating in real-time to point them to products on Amazon as they came up in each episode. The show was an alternative to programming from QVC and the Home Shopping Network.
In April, Amazon signed a deal with the NFL to live stream 10 Thursday Night Football games exclusively for Prime members on its video platform next season. The deal is part of Amazon’s broader strategy to add more video content to its library and increase the value of its Prime membership program.
Amazon doubled its video content spend during the second half of 2016 compared to the same period in 2015; it also nearly tripled its offering of new Amazon original TV shows and movies. The company is estimated to spend $4.5 billion on video this year, nearly doubling what it spent last year. With such an aggressive push into video, some flops like “Style Code Live” are bound to happen.