Amazon now lets you shop on the Fire TV

According to GeekWire, Amazon is just starting to use the top banner on the Fire TV home screen to advertise physical goods, which users can buy directly through the television. The unit goes on sale today and costs $99.

For now, however, GeekWire notes that the service does not yet have a dedicated shopping portal. Options include Fitbit devices, Hershey’s candy and Mattel toys.

The outlet also noted that this may be the manifestation of what the company’s CEO in a press conference 3 years ago, called as the “Amazon Doctrine”.

Items ordered through Fire TV devices come with free two-day delivery for Amazon Prime customers and standard delivery for all others.

“People can now use the TV remote in place of their mouse, or the mouse itself if they’re on computer, to preview a navigation menu of the advertiser’s offerings, and then actually click through to make a purchase – all without interrupting the video”. If you’d like to buy multiple items at once, you can add the products to your Amazon Wish List.

Clarkson hasn’t completely disappeared from the BBC despite his contract being terminated: he hosted an episode of Have I Got News For You earlier this month.

AFTVnews wrote, “The full-fledged Fire TV shopping feature still under development is expected to bring the ability to purchase almost all products offered through Amazon.com”.

Since your Fire TV is linked to your Amazon account, e-commerce integration makes shopping easy and seamless.

“Over the last three years, Prime Video has become an important part of Prime”, Amazon said in an email obtained by Bloomberg.