STREAM TO CART

Amazon’s newest way to sell you stuff is a live fashion TV show

The hosts of Amazon’s new fashion TV show.
The hosts of Amazon’s new fashion TV show.
Image: Amazon
By
We may earn a commission from links on this page.

Amazon is taking a page from HSN and QVC to debut a streaming video show touting its selection of fashion and beauty products.

Tonight (Mar. 8), the company will launch Style Code Live, a 30-minute, live show that will stream for free on weekdays at 9pm EST. As Variety reported, the show’s three hosts will chat with guests about beauty looks, styling tips, and seasonal must-haves, but it’s not just entertainment. Shoppers will be able to buy the corresponding products from a gallery below the video player. The press release says the show will help viewers “discover products to achieve the looks they want.”

A few notable names including Meghan Trainor and Keri Russel plan to stop by. Tonight’s show features Danielle Bernstein, the fashion blogger behind the popular site WeWoreWhat. YouTube beauty guru Tati Westbrook is also scheduled, in case it wasn’t clear Amazon is aiming at Millennials. The show, something of a hybrid between a talk show and QVC, will include a live chat and various ways for people to interact with the hosts.

A screen capture of Style Code Live
Amazon’s new way to sell you clothes is a hybrid between a talk show and QVC.
Image: A screen capture of Style Code Live

Amazon, which financial firm Cowen and Company predicts will top Macy’s as the largest clothing retailer in the US this year, is kicking its fashion efforts into a higher gear. Last year, it opened a studio in London that will allow it to shoot more than 500,000 images of clothes annually. A few weeks ago, the the company launched its own clothing lines, leveraging its giant trove of data of what customers buy online.

One might reasonably expect to see some of those Amazon clothes on—or in the gallery below—Style Code Live.