Amazon Is Recreating the Shopping Network, But With YouTube Stars

July 31, 2017

2:30 pm

The Home Shopping Network has a new generation of competition with Amazon’s new home makeover show: The six-episode show, titled “Overhaul,” will feature various YouTube stars getting their homes remade in an effort to sell more through Amazon.

If successful, this model could grow into more shows designed to toe the line between entertainment and ecommerce.

The Goal: Selling More

Don’t take my word on what Amazon’s motives for creating a shopping-centric show are.

“Amazon Home is constantly looking to innovate and find ways to bring our customers inspiration when searching for products,” Kristiana Helmick, director of home innovation at Amazon, told Business Insider.

“The ‘Overhaul’ series is a great opportunity to provide our customers with some curation and guidance when searching through our large selection of products and we continue to look for new and different ways to do that. … This is the first time Amazon has had a co-branded storefront tied to a video series.”

The show is produced in partnership with the web video production/ad company Kin Community, and will premiere in September. YouTube baker Rosanna Pansino and beauty blogger Teni Panosian are among the first to be featured in the show.

The result could be massive, as BI explains:

If successful, “Overhaul” could spark an potent trend, one that Amazon would be uniquely positioned to exploit. For years, people in the media world have talked about a future where you can watch your favorite show and buy a character’s outfit (the talk has been around for so long, the example many have used was “you’ll soon be able to buy Ross’s shirt on “Friends.”)

It’s an interesting move in the ecommerce industry, and one that Amazon is well-positioned to benefit from. Whether it works or not, Amazon is continuing to beef up its streaming service, having recently struck a streaming deal with Bollywood superstar Salman Khan for his past library and future films.

Stay up to date on ecommerce news here at TechCo

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Adam is a writer with an interest in a variety of mediums, from podcasts to comic books to video essays to novels to blogging — too many, basically. He’s based out of Seattle, and remains a staunch defender of his state’s slogan: “sayWA.” In his spare time, he recommends articles about science fiction on Twitter, @AdamRRowe

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