A partnership between HGTV and Food Network will turn passive viewing into an active shopping experience

How many times have you been watching a cooking show and said to yourself, “That is one sharp looking apron! Where can I buy that?” before the program ends and you forget all about it. Wouldn't it be handy to use your TV remote to find that apron and order it from Amazon.com, all while you're watching the show? That's the premise behind the new ‘Watch and Shop' apps from Amazon Fire TV, created in partnership with HGTV and Food Network.

Through the month of August, Fire TV users can download the apps free of charge and watch original home improvement and food programs. At any time, without leaving the show, viewers can use their Fire remote to browse and purchase products related to the program. Orders placed this way are processed through Amazon.com, right down to shipping preferences. “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,” said Beth Lawrence, Executive Vice President of digital ad sales for Scripps Networks Interactive, the parent company of HGTV and Food Network.

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