Why Did Amazon Kill Its Style Code Live Show Before Bringing It to Mobile and Fire TV?

Amazon Style Code Live

Without warning, Amazon’s fashion shopping video experiment Style Code Live is gone. Page Six:

Page Six has learned that Amazon’s trailblazing “Style Code Live” has been canceled after 15 months on air.

“They called everyone into a staff meeting on Friday and told them they don’t have jobs anymore,” said a source close to production. “There’s no more shows, but everyone can stay on until July with pay to help cancel current bookings and wind things down.” […]

But on Friday, the 30-minute show deleted its social-media accounts and broke the news to staff.

The Style Code Live Shows launched in march 2016.

Two scenarios:
1. The format did not and will never work.
2. It was too early for this.

Style Code Live Shows were (just) a desktop Internet thing. It is, at the least, weird to launch something like this in 2016 without bringing it in some form or fashion (yes) to mobile before killing it.

As far as I can tell, the Style Code Live shows never made it to mobile or Amazon’s Fire TV platform. I was waiting for how Amazon would iterate this format for those two environments. Nobody is sitting down at their laptop to watch something like this. It makes no sense.

Look at this slide from the recent Meeker info dump for some context:

meeker-mobile-2017.png

So, maybe something like this will only work once Amazon’s Fire TV platform is stronger? Or maybe this format, being very much based on traditional teleshopping formats, just doesn’t make sense in today’s media and online retail world.

We’ll never know. Doing something like this only for the desktop Internet is like not doing it at all.

Killing it stands out especially given what Amazon is doing elsewhere in video:

In April, Amazon signed a deal with the NFL to live stream 10 Thursday Night Football games exclusively for Prime members on its video platform next season. The deal is part of Amazon’s broader strategy to add more video content to its library and increase the value of its Prime membership program.

Amazon doubled its video content spend during the second half of 2016 compared to the same period in 2015; it also nearly tripled its offering of new Amazon original TV shows and movies. The company is estimated to spend $4.5 billion on video this year, nearly doubling what it spent last year.

Recently, Amazon replaced its fashion boss Cathy Beaudoin, who is leaving the company after eight years, and gave the position to Christine Beauchamp, who has some experience in the fashion industry.

More spring cleaning at Amazon: BuyVIP and Diapers.com are gone now too.

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