Amazon Prime Video Launches Buy-As-You-Watch Feature

The feature is being trialled in Japan

Amazon has teamed up with a Japanese entertainment company in order to offer its customers an innovative new feature. The television production arm of Yoshimoto Kogyo is due to create a fine dining series that will include items that Amazon customers will be able to select, and buy, whilst watching. The programmes will be exclusive to Amazon Prime Video in Japan, and some other unnamed countries “overseas”. Each episode will be around forty minutes long, and if viewers like the look of something they see on-screen, they can use the Amazon 'one-click' icon to buy the item and get access to same-day delivery on orders placed before midday. The trial will start in the autumn of this year, and if it proves successful then it will be introduced into other countries. 

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