No Ads in Amazon's New Nightly Half-Hour Style Show, but Maybe Something Better

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Frankie Grande, Rachel Smith, and Lyndsey Rodrigues host 'Style Code Live,' Amazon's new nightly half-hour streaming free on Amazon.com.
Frankie Grande, Rachel Smith, and Lyndsey Rodrigues host 'Style Code Live,' Amazon's new nightly half-hour streaming free on Amazon.com. Credit: Business Wire

Amazon debuted its nightly half-hour streaming series "Style Code Live" on Tuesday night, starring bubbly hosts Frankie Grande ("Big Brother"), Rachel Smith ("Good Morning America") and Lyndsey Rodrigues ("Total Request Live"). It did not, however, feature any ad breaks.

The show will not include advertising "as of now," Variety reported.

Even if that never changes, however, there could be big benefits for marketers whose products are featured in the show, as Mr. Grande explained in the premiere episode:

If you love something that we feature here on 'Style Code Live' just click on it in the carousel below to learn more about it ... It's your magical clothing rack right in front of you right now.

Asked whether marketers could pay their way into the show and the aforementioned Style Carousel, an Amazon spokeswoman said the show is "not-ad supported in any way."

But smart marketers are going to want to find their way in organically to see how much bump a "Style Code Live" appearance can deliver. The first episode included "Orange Is the New Black" actress Laura Prepon talking up her book "The Stash Plan: Your 21-Day Guide to Shed Weight, Feel Great, and Take Charge of Your Health."

So, brand publicists, start your engines.

The audience will ultimately determine how effective "Style Code Live" can be at moving merchandise. The show appears free on Amazon.com, instead of the walled garden of Amazon Prime, at 9 p.m. ET on weeknights. Episodes are available for replay after that.

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