Amazon Live Joins Samsung TV Plus: The FAST Commerce Alliance That Is Reshaping TV
Samsung TV Plus & Amazon Live | Courtesy: Deadline Hollywood / The Wrap
Shopping-oriented FAST channel Amazon Live officially joined the Samsung TV Plus lineup on March 31, completing what may be the most consequential content-commerce alliance in connected TV this year. The launch arrives exactly one week after Samsung and Amazon unveiled a DSP interactive ad technology partnership at IAB NewFronts -- meaning the two companies have now locked in both the content layer and the advertising infrastructure of a full-funnel CTV commerce ecosystem simultaneously. For an industry watching subscription fatigue drive viewers en masse toward free ad-supported streaming, this is the moment the TV remote becomes a buy button.
Amazon Live FAST Channel: Content Built to Convert
The Amazon Live FAST channel brings together live broadcasts with fan-favorite celebrities, creators and hosts; coverage of major cultural moments; and original series including In Bed with Paige DeSorbo, Pick Your Prize, and Shopping Court. The channel also features curated deal segments tied to major Amazon shopping events and everyday deal streams, alongside licensed lifestyle programming aligned with Amazon's key shopping categories.
'In Bed with Paige DeSorbo' -- Amazon Live original series now on Samsung TV Plus | Courtesy: Amazon
'Shop the Show': Watch It, Scan It, Buy It
The partnership's centerpiece is Amazon's "Shop the Show" mobile companion experience. Samsung TV Plus viewers scan an on-screen QR code to enter a synchronized shoppable experience in the Amazon Shopping app, where they can browse and purchase items appearing on TV in real time -- all without disrupting the stream. Live chat participation during broadcasts is also available across mobile devices.
Amazon Live 'Empty the Shelters' live broadcast -- cultural event programming on the FAST channel | Courtesy: Amazon
"Amazon Live believes in meeting customers at moments of inspiration, with seamless shopping experiences. With 'Shop the Show,' we're transforming passive viewing into active discovery, capturing those 'I want that' moments and turning inspiration into purchases. This is just the beginning of where video-inspired shopping goes next."
-- Wayne Purboo, VP, Amazon Shopping Videos
"By deepening our existing relationship with Amazon, this launch reinforces Samsung TV Plus's content-to-commerce strategy -- making it effortless for audiences to discover and purchase products the moment they appear on the biggest screen in the home."
-- Salek Brodsky, SVP and Global Head, Samsung TV Plus
IAB NewFronts: Amazon DSP Integration Closes the Full-Funnel Loop
The Amazon Live FAST channel launch is the content capstone of a broader commerce infrastructure Samsung and Amazon assembled together. At IAB NewFronts in New York on March 24, Samsung Ads announced it would integrate Amazon's Interactive Video Ad (IVA) technology directly into Samsung TV Plus -- launching in July. Samsung TV Plus becomes the first external CTV platform partner (outside of Prime Video) to offer remote-control-clickable shoppable ad units powered by Amazon DSP.
For Amazon marketplace sellers, the integration means an "Add to Cart" button directly on the TV screen -- placing products into a viewer's Prime cart with a single click of the remote. For non-Amazon brands, outcome-driven CTAs like "Send to Phone" and "Sign Up Today" extend engagement beyond the screen. Advertisers gain access to Amazon's authenticated audience graph reaching over 90% of U.S. households, plus trillions of shopping, browsing and viewing signals through Amazon Marketing Cloud. Samsung's own data shows interactive ads on its platform drive 17% higher engagement than other CTV environments. New formats include product galleries, vertical video shoppable units, and click-to-email.
"Our shoppable ad formats are proven to drive measurable performance on and off Amazon through our differentiated combination of broad reach and authenticated signals. By bringing Amazon's interactive ad technology to Samsung through Amazon DSP, together we're providing an experience for advertisers to deliver on any full-funnel marketing objective -- whether it's awareness, consideration, or conversion."
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고삼석 상임의장 · Chairman Samseog Ko
고삼석(Ko Samseog)은 K-EnterTech Forum 상임의장입니다. 동국대학교 첨단융합대학 석좌교수이자 국가인공지능전략위원회 분과위원으로, 30년 이상의 방송통신 정책 및 산업 경험을 바탕으로 K-콘텐츠와 글로벌 엔터테인먼트 기술의 융합을 선도하고 있습니다. 前 방송통신위원회 상임위원을 역임했으며, ZDNet Korea에 정기 칼럼을 연재 중입니다.
Samseog Ko is the founding Chairman (상임의장) of K-EnterTech Forum. He is a Distinguished Professor at Dongguk University and a member of Korea's National AI Strategy Committee. Former Commissioner of the Korea Communications Commission (KCC).
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