HGTV, Food Network Start 'Watch and Shop' TV Apps on Amazon Fire

Apps Lets Viewers Make Purchases Without Leaving the Program

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The HGTV Gardening Watch and Shop App.
The HGTV Gardening Watch and Shop App.

Online shoppers prone to impulse buying now have one more way to give in.

As part of a partnership with Amazon, Scripps Networks Interactive's HGTV and Food Network has introduced four "watch and shop" apps for Amazon's Fire TV platform that let viewers buy items they see on-screen without looking away from the program.

The apps will run on Amazon's Fire TV platform and promote sponsors' products.

The apps will air original food and lifestyle digital video content. By allowing viewers to use their Fire TV remotes to select a "view all products" option and make their purchases immediately, the networks are essentially cutting out the middleman -- in this case, computers or mobile devices.

"In the industry, we see many efforts to help consumers buy what they see and shop a second screen as result of TV viewing, but this is a huge jump in making it one seamless experience," Beth Lawrence, exec VP-digital ad sales, Scripps, said in a statement.

The four apps are HGTV Gardening, HGTV Home Improvement, HGTV Smart Solutions and Food Network Summer Entertaining. Each one is sponsored by a single advertiser (Scotts Miracle-Gro, 3M, LG and Bose, respectively) and will offer products from that brand on-screen.

"Our advertising clients align with our brands in order to put them close to the most desirable audiences and to deliver the best results for their marketing dollars," Ms. Lawrence said.

Moving forward, the watch and shop apps can pave a new avenue for advertisers to reach their target audiences directly, she added.

Fire TV customers can download the apps for free.

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