Dive Brief:
- Video commerce platform TalkShopLive is partnering with Amazon Live for the first time to host a series of live shopping shows on Nov. 29 to highlight a curation of Amazon’s Black Friday deals.
- The live shopping events will feature celebrities like Martha Stewart, Jennifer Hudson, Eva Mendes and Kimberly Schlapman as they showcase deals on products like home goods, music and books, according to a Thursday press release.
- The live events will stream on TalkShopLive, Amazon Live, the hosts’ Facebook and Instagram pages, and any site where TalkShopLive is embedded, per the press release.
Dive Insight:
For Amazon Live, TalkShopLive’s talent roster is a major draw.
“By leveraging TalkShopLive’s impressive lineup of shows and talent, we’re able to bring customers new ways to access and enjoy Amazon’s expansive Black Friday deals,” Wayne Purboo, vice president of Amazon Shopping Video, said in a statement.
During the Black Friday live shopping event, celebrity hosts will be promoting their own products, from Martha Stewart’s “Martha: The Cookbook” and Eva Mendes’ Skura Style sponges to Jennifer Hudson and Kimberly Schlapman’s respective new albums, among other products.
“TalkShopLive and Amazon Live both lead video commerce in the U.S., with each having already solidified itself as a place where customers go to find engaging, shoppable content with top talent,” TalkShopLive co-founder and CEO Bryan Moore said in a press release. “By collaborating, we create a robust opportunity for both leading talent and brands that is unparalleled, allowing them to meet customers at [the] point of inspiration to experience shoppable video across any surface or social platform we reach together.”
Amazon launched its live shopping hub in early 2019, creating an online space for shoppers to view products from a variety of brands. Citing 2023 Kantar research, Amazon Live notes on its site that two in three Amazon Live shoppers said they like discovering new products online through creator recommendations.
With its Amazon Live partnership, TalkShopLive adds another major retailer to its list of collaborators. The social commerce company teamed up with Walmart in 2021 to offer shoppable content in its embeddable videos. After working with Best Buy to offer in-store pick-up during the 2022 holiday season, the two companies collaborated again the following year on a three-part holiday shopping series hosted by Best Buy staffers.
Prior to its Amazon collaboration, TalkShopLive partnered with other household names like Kerry Washington, Oprah Winfrey, Jimmy Fallon, Drew Berrymore, Dolly Parton, Kate Hudson and Jamie Foxx.
