QVC may have Fire TV on its tail
Amazon.com normally turns up the volume when it has something new to introduce. But lately, on the topic of adding limited e-commerce functionality to its Fire TV devices, the company has been uncharacteristically quiet. That’s correct. Amazon has made it so Fire TV and Fire TV Stick users can click on banners on its Fire TV home screen and order from a small selection of products, such as Hershey candy and Mattel toys.
Items ordered through Fire TV devices come with free two-day delivery for Amazon Prime customers and standard delivery for all others. Amazon’s Prime Now one-hour service is not currently an option, although it seems the perfect one for professional couch potatoes.
The ability to order products while using a Fire TV device makes perfect Amazonian sense. According to a report by GeekWire, the "Amazon Doctrine" as explained by CEO Jeff Bezos calls for the company to seek profits when people use its devices and not just when they purchase them.
While Fire TV users are limited to the home screen banners when it comes to making purchases, Mr. Bezos is intent on launching a full blown shopping portal (watch out QVC) using the devices, according to AFTV News.
Photo: RetailWire
Citing an unnamed source within the e-tailing giant, the report said that Amazon has developed a shopping feature that allows customers to immediately buy items using 1-Click or by adding them to a shopping cart for later purchase through the company’s site. Mr. Bezos nixed taking the service live until customers have the same functionality in buying items from the television as they do online.
While some reports are questioning whether Amazon’s Fire TV initiatives will pose a threat to QVC in the future, the home shopping company announced yesterday the launch of an app for Apple TV. The app will make it possible for QVC customers to make purchases directly through Apple TV using the device’s remote.
QVC customers who watch its programming using Apple TV will be able to use a "speed button" on the screen to view product details and purchase items without having to enter their credit card or shipping information.
"With the all-new tvOS operating system, we were able to create an innovative, immersive shopping experience on Apple TV," said Venkatesh Natarajan, vice president of IT commerce platforms at QVC, in a statement. "QVC Apple TV will continue to evolve, offering new features and capabilities over time."
- Amazon shopping partially available on Fire TV, with full shopping feature postponed – AFTV News
- Amazon brings e-commerce to Fire TV and prepares to launch its own shopping channel – GeekWire
- QVC Launches App On All-new Apple TV Allowing Customers To Tune In To Their Favorite Programming And Shop With A Click Of The Remote – QVC/PRNewswire
Discussion Questions
What would the development of a full-blown Fire TV shopping service mean for the likes of QVC? Do you see Amazon developing its Fire TV device technology to the point where consumers will be able to order products such as clothing worn by actors within shows?
Poll
BrainTrust
If Amazon does it well, QVC has a big problem. But it’s not just Amazon. In the end streaming will trump TV channels as we know them. Even today, QVC seems to be behind the curve.
If anyone can make TV digital commerce happen on a massive scale, it’s Amazon and I can’t wait. I’ve been trying to get this message out for four years — TV commerce is the next retail “channel” that is poised to significantly change the e-commerce experience. NBC tried it with “Lipstick Jungle” when it set up a micro-site to promote the show and offered some of the accessories for sale. Delivery Agent is a great example of a t-commerce platform, but what Amazon brings to the table is the complete package: digital content, one-click ordering, free shipping and easy returns.
Remember when we started tracking the effects of e-commerce on Black Friday and called it Cyber Monday? Next, we will start tracking the affects of t-commerce on e-commerce and I bet that’s coming sooner than you think.
If QVC has not already been thinking about this, shame on them. Haven’t we all seen this coming?
This is the next commerce platform and my only negative at this juncture is, let’s not tie it to a single device. Okay, let Amazon prove the concept and work out the kinks on their Fire TV but then watch what happens.
Cool! For my 2 cents.