US e-commerce giant Amazon has launched Watch and Shop, a new feature that merges online shopping with interactive video experience for customers in India.
Watch and Shop caters to India’s growing mobile-first audience, which currently exceeds 650 million smartphone users. It connects with users directly on their devices, offering personalised content as they browse.
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The new mobile-driven, visually engaging shopping experience provides an immersive platform for discovering and purchasing products across diverse categories such as electronics, fashion and home goods.
Accessible through a dedicated storefront on Amazon.in, Watch and Shop interactive videos present a curated selection of products, enabling customers to explore detailed information while indulging in high-quality content.
The interface allows for immediate product addition to the cart or instant purchase with a single tap, streamlining the shopping process by removing additional steps.
Watch and Shop also grants customers early access to new trending items and exclusive promotions.
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By GlobalDataConsumers can use Watch and Shop to acquire products from brands including Sleepyhead, SkinQ, r3set and Oh Cha.
Amazon said in a statement: “Watch and Shop brings together convenience, personalisation and authenticity, redefining how customers shop online. It represents a significant step towards a more immersive and interactive shopping experience.”
The initiative follows the collaboration between TalkShopLive, a video commerce and retail media enablement platform, and Amazon Live in November 2024.
The partnership was established to augment the live shopping experience for their respective audiences through influencer livestreams.
