Amazon is launching a home improvement show using YouTube stars to sell stuff

YouTube star Teni Panosian will be featured in an upcoming episode of Amazon’s ‘Overhaul.’ This image features a DIY project from one of her videos from May. (Screenshot via YouTube)

Would you buy a couch because your favorite YouTube star recommended it? Amazon is betting your answer is yes.

The Seattle tech giant is co-producing a new home improvement series with female-focused online video maker Kin Community, according to a report from Business Insider. The first season of “Overhaul” will have six-episodes featuring makeovers of the homes of YouTube stars and social media influencers. The videos are intended to entertain, while also making it easy for viewers to buy the featured products on Amazon.

“Overhaul” debuts in September in a special hub on Amazon.com, according to Business Insider. The first two episodes will feature YouTube baking star Rosanna Pansino and beauty blogger Teni Panosian.

Each star will also produce before and after videos for their own YouTube channels and social media accounts. That content will direct people to Amazon to buy the products featured in the makeovers.

Amazon has been experimenting with different ways to sell products using entertainment-focused video and it’s uniquely positioned to do both. The company has an e-commerce platform that’s been growing steadily for two decades combined with a newer but still robust video production studio.

But not all of Amazon’s forays into entertainment shopping have been successful. In May, the company abruptly shut down “Style Code Live,” its experiment with a QVC-style show.

GeekWire reached out to Amazon for additional details on “Overhaul” and we’ll update this story when we hear back.

GeekWire

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