Amazon Is Launching a Live QVC-Type Show as Part of Push Into Fashion

By some estimates, Amazon could be the No. 1 apparel seller in the U.S. by next year. Now, it’s unveiling a live daily show on Amazon.com to help push that initiative.

Called “Style Code Live,” the free 30-minute video show will stream live on Amazon.com each weekday at 9 pm ET. The show will feature fashion and beauty tips and a live chat that the company says will allow viewers to communicate with the hosts.

The most Amazon-y piece of the experience, though, will be a product carousel showing viewers the stuff related to the show that they can purchase on Amazon.com. And you have to believe this feature is as much about awareness for Amazon’s clothing-selling business as it is about making direct sales of stuff from the show. It follows last week’s Amazon announcement that it would begin airing a free reality show called “The Fashion Fund,” which documents a competition among up-and-coming fashion designers.

Since mid-2012, Amazon has been making a concerted push into higher-end fashion, a part of the apparel industry that has been slower than most to go digital in a big way. But Amazon still has the perception in some circles as the place you go to buy TVs and socks, not $200 jeans or $400 blouses. “Style Code Live” seems like another piece of the effort to change that.

This article originally appeared on Recode.net.

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