The new feature allows customers in India to shop while watching interactive video content. Credit: © Amazon.com, Inc. or its affiliates.

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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Consumers 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.