Amazon has introduced a new interactive shopping channel that enables customers to shop with creators and engage with the content they livestream. The new “Amazon Live” free ad-supported TV (FAST) channel is now available for U.S. customers on Prime Video and Freevee.

The channel features shoppable content from popular Amazon Live creators, brands, and celebrities, such as Lala Kent, Kandi Burruss, Paige DeSorbo, Ashley Iaconetti, Jared Haibon, Rachel Clark, Madison LeCroy, Haley Kalil, Tastemade, and The Bump.

According to the announcement, a key feature is Amazon’s “shop the show” technology, which allows viewers to browse and purchase items directly from the TV screen using their mobile device. The channel combines a shoppable social feed with streaming TV and 24/7 programming. While watching, customers can open the Amazon app, search “shop the show,” and instantly see a shopping carousel highlighting the featured products in real-time.

“With the new ‘Amazon Live’ FAST Channel, we’re making shoppable entertainment more accessible, interactive, and engaging than ever before,” said Wayne Purboo, VP of Amazon Shopping Videos.

“Watching Amazon Live is like shopping with a friend who is also a personal stylist,” said Paige DeSorbo, who will launch an original show on the channel in June. “I get to share opinions, demonstrate products, and help customers discover their next great find.”

The company stated that in 2023, over 1 billion customers in the U.S. and India streamed Amazon Live videos across desktop, mobile, and Fire TV.

Customers can access the channel by navigating to the “Live TV” tab on Prime Video, Fire TV, or the Freevee app. The interactive experience is also available at Amazon.com/live on desktop and mobile.