Amazon Live FAST Channel Joins Samsung TV Plus Lineup With Suite Of Shopping Features And Content

Amazon Live Joins Samsung TV Plus: The FAST Commerce Alliance That Is Reshaping TV

Samsung TV Plus & Amazon Live | Courtesy: Deadline Hollywood / The Wrap

Shopping-oriented FAST channel Amazon Live officially joined the Samsung TV Plus lineup on March 31, completing what may be the most consequential content-commerce alliance in connected TV this year. The launch arrives exactly one week after Samsung and Amazon unveiled a DSP interactive ad technology partnership at IAB NewFronts -- meaning the two companies have now locked in both the content layer and the advertising infrastructure of a full-funnel CTV commerce ecosystem simultaneously. For an industry watching subscription fatigue drive viewers en masse toward free ad-supported streaming, this is the moment the TV remote becomes a buy button.

Amazon Live FAST Channel: Content Built to Convert

The Amazon Live FAST channel brings together live broadcasts with fan-favorite celebrities, creators and hosts; coverage of major cultural moments; and original series including In Bed with Paige DeSorbo, Pick Your Prize, and Shopping Court. The channel also features curated deal segments tied to major Amazon shopping events and everyday deal streams, alongside licensed lifestyle programming aligned with Amazon's key shopping categories.

'In Bed with Paige DeSorbo' -- Amazon Live original series now on Samsung TV Plus | Courtesy: Amazon

'Shop the Show': Watch It, Scan It, Buy It

The partnership's centerpiece is Amazon's "Shop the Show" mobile companion experience. Samsung TV Plus viewers scan an on-screen QR code to enter a synchronized shoppable experience in the Amazon Shopping app, where they can browse and purchase items appearing on TV in real time -- all without disrupting the stream. Live chat participation during broadcasts is also available across mobile devices.

Amazon Live 'Empty the Shelters' live broadcast -- cultural event programming on the FAST channel | Courtesy: Amazon

"Amazon Live believes in meeting customers at moments of inspiration, with seamless shopping experiences. With 'Shop the Show,' we're transforming passive viewing into active discovery, capturing those 'I want that' moments and turning inspiration into purchases. This is just the beginning of where video-inspired shopping goes next."

-- Wayne Purboo, VP, Amazon Shopping Videos

"By deepening our existing relationship with Amazon, this launch reinforces Samsung TV Plus's content-to-commerce strategy -- making it effortless for audiences to discover and purchase products the moment they appear on the biggest screen in the home."

-- Salek Brodsky, SVP and Global Head, Samsung TV Plus

IAB NewFronts: Amazon DSP Integration Closes the Full-Funnel Loop

The Amazon Live FAST channel launch is the content capstone of a broader commerce infrastructure Samsung and Amazon assembled together. At IAB NewFronts in New York on March 24, Samsung Ads announced it would integrate Amazon's Interactive Video Ad (IVA) technology directly into Samsung TV Plus -- launching in July. Samsung TV Plus becomes the first external CTV platform partner (outside of Prime Video) to offer remote-control-clickable shoppable ad units powered by Amazon DSP.

For Amazon marketplace sellers, the integration means an "Add to Cart" button directly on the TV screen -- placing products into a viewer's Prime cart with a single click of the remote. For non-Amazon brands, outcome-driven CTAs like "Send to Phone" and "Sign Up Today" extend engagement beyond the screen. Advertisers gain access to Amazon's authenticated audience graph reaching over 90% of U.S. households, plus trillions of shopping, browsing and viewing signals through Amazon Marketing Cloud. Samsung's own data shows interactive ads on its platform drive 17% higher engagement than other CTV environments. New formats include product galleries, vertical video shoppable units, and click-to-email.

"Our shoppable ad formats are proven to drive measurable performance on and off Amazon through our differentiated combination of broad reach and authenticated signals. By bringing Amazon's interactive ad technology to Samsung through Amazon DSP, together we're providing an experience for advertisers to deliver on any full-funnel marketing objective -- whether it's awareness, consideration, or conversion."

-- Kelly MacLean, VP of Engineering, Science and Product, Amazon DSP

FAST Market Data: The Structural Shift Behind the Deal

This Samsung-Amazon alliance is not happening in a vacuum. It is being built on top of one of the most significant structural shifts in the history of television -- the mass migration of viewers from paid subscriptions to free, ad-supported streaming. The numbers tell the story.

<Global FAST Annual Revenue Growth (USD Billions)>

2022  ███████████████  $5.1B

2023  ████████████████████  $7.0B

2024  ██████████████████████████  $9.1B

2025  █████████████████████████████████  $11.7B

2030  ████████████████████████████████████████████████  $16.7B  (forecast)

FAST Revenue Growth Trajectory | Source: Statista, CAGR 7.47% (2025-2030)

• 69% of U.S. households now use FAST services (Circana, H2 2025)
• U.S. FAST annual viewers projected to exceed 120 million by 2026
• Reality TV FAST channels up 626% (July 2024 to Feb 2025, Gracenote)
• Sports FAST channels up 105% -- now 220+ channels (2025)
• 68% of viewers prefer ad-supported free streaming over paying higher fees (Hub Entertainment Research, Dec 2025)
• Total U.S. FAST viewing hours: 1.8 billion in Aug 2025, up 43% YoY (Comscore)

Interactive Live Strategy: Creators and Sports as Engagement Engines

Samsung TV Plus's strategy extends well beyond commerce. At a 2025 exclusive live Jonas Brothers concert on the platform, Samsung deployed its first-ever interactive FanVote poll -- driving 26x more engagement than QR-code-based interactions. A forthcoming 2-hour global live event with former NASA engineer and viral creator Mark Rober will invite audiences to participate in a real-time scientific mission. Samsung TV Plus is also the exclusive FAST home of MotoAmerica, the premier North American motorcycle racing series, with 100+ live races planned for the 2026-27 seasons. Interactive experiences are being embedded platform-wide in 2026 with partners including A+E Global Media, AMC Networks, LiveNOW from Fox, TelevisaUnivision, and Vevo.

"Live, interactive experiences and creator-led content have become the new engine of TV, bringing authenticity, community, and cultural connection directly into the living room. By delivering can't-miss TV that drives appointment viewing, we'll provide a powerful pathway for brands to connect with deeply engaged audiences."

-- Salek Brodsky, SVP and Global Head, Samsung TV Plus

Key Implications for the Korean Content and Tech Industry

This Samsung-Amazon partnership is more than a channel deal or an ad tech integration. It is a signal that TV is crossing a threshold -- from a viewing device to a purchasing device. For the Korean media and technology industry, several points demand attention.

First, Samsung TV Plus is a Korean-built platform at the center of global CTV commerce. The fact that Samsung Electronics' FAST service is now the first external partner for Amazon's most advanced shoppable ad technology underscores Samsung's strategic leverage in the global streaming ecosystem -- leverage that Korean content and advertising partners should actively seek to utilize.

Second, FAST is already a proven distribution channel for K-content globally. Between 2020 and 2024, Korean TV series generated an estimated $8 billion in global streaming revenue (FAST Trend Report 2026). As Samsung TV Plus and Amazon deepen their commerce ecosystem, K-IP linked product sales, branded content, and cross-border e-commerce partnerships represent entirely new revenue models that did not exist two years ago.

Third, the CTV commerce standard is being set now. Roku, Tubi, Pluto TV, and now Samsung TV Plus are all integrating Amazon DSP infrastructure. Korean broadcasters, OTT platforms, and advertisers who do not engage with this ecosystem now will find themselves structurally excluded from the dominant global CTV commerce pipeline within three to five years. FAST is no longer a "free channel with ads" -- it is becoming the core infrastructure of the global content-commerce network.

* Sources: StreamTV Insider (Bevin Fletcher), Deadline Hollywood (Dade Hayes), The Wrap (Lucas Manfredi), TV NewsCheck, Variety, Statista, Gracenote, Comscore, Circana, Hub Entertainment Research, FAST Trend Report 2026.

Source 1: https://www.thewrap.com/media-platforms/streaming/samsung-tv-plus-adds-amazon-live-fast-channel/

Source 2: https://deadline.com/2026/03/amazon-live-shopping-fast-channel-samsung-tv-plus-1236770229/

Source 3: https://www.streamtvinsider.com/advertising/samsung-taps-amazon-dsp-shoppable-ad-tech-pitches-full-funnel-ctv-newfronts