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. 

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.  

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.