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Amazon Adds E-Commerce Functionality To Fire TV

Users of Amazon’s Fire TV streaming media devices can now order products from the service’s home screen while they watch movies and shows.

According to a report in GeekWire, the e-tailer has begun testing a very limited selection of products that are proffered in banner ads that sit atop the main menu. To date, the two-week-long test has included Hershey’s Halloween candy, the Fitbit Charge and Mattel toys.

The effort plays into what Amazon founder/CEO Jeff Bezos described at a 2012 news conference as the “Amazon Doctrine,” explaining “We want to make money when people use our devices, not when they buy our devices.”

Separately, the tech site reported that Amazon is planning to launch its own QVC-like shopping channel next year, which would allow viewers to make purchases directly from the screen.

The approach would follow a 2013 HSN initiative that provided a “shop-by-remote” feature covering 40,000 SKUs that could be purchased through select Panasonic TVs.