Style duo confess to what lead to their fallout
Style duo, Stacy London and Clinton Kelly talk about their reconciliation and teaming up again on new makeover show “Wear Whatever the F You Want To”
Amazon is making it easier for fans of its Prime Video streaming service shows to buy, buy, buy.
The streamer and mega-retailer are expanding their “Shop the Show,” initiative, which easily links U.S.-based viewers of Prime series and films to tie-in merchandise ready to put in their Amazon carts. Watching “The Boys” and yearning for a Homelander figurine? Simply search “shop the show” in the Amazon mobile app and, if using the same Prime account, find all the “Boys” merch you could possibly desire right up at the top of your screen. You’ll find T-shirts, phone cases and even the original comic book that “Boys” is based on.
The new storefront is not limited to Prime originals, but has pages for a variety of series, films and live sports, from classic sitcoms like “Cheers” to superhero movies like “Deadpool” to even Netflix series like “Wednesday.” Some titles have more products to choose from than others: Prime’s current hit “Fallout” has plenty of apparel and toys available, but the page for “Tom Clancy’s Jack Ryan” mostly features the books that the John Krasinski show was based upon.
Michelle Rothman, VP-shopping for Prime Video, says the inspiration for the feature came “directly from our customers. We noticed a clear trend where viewers were actively seeking out products they saw on screen.” She says the product has expanded from fewer than 10 series to more than 1,300 as consumers have responded positively, and as they have been able to harness AI technology to link shows with relevant merchandise.
The new initiative is another way Amazon is seeking to monetize streaming content in a world where now streamers like Prime Video, Netflix, Max and Disney+ are fighting for revenue from subscribers, commercials and any other outlet they can find.
Shop the Show is similar to a subsite that launched with Amazon’s “Making the Cut” fashion series (2020-22), where viewers were able to purchase select looks seen on the series, and other apparel by the winning designers. A similar storefront will launch with a new show from stylists Stacy London and Clinton Kelly, formerly of TLC’s “What Not to Wear” (2003-13). Their new “Wear Whatever the F You Want” has a storefront with links to clothes inspired by the series’ participants.
“Shop the Show” officially launches April 30 on the Amazon app.
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