Amazon’s latest venture takes on QVC with live-streamed video shows featuring products you can purchase on Amazon.

Called Amazon Live, the feature has multiple videos streaming at the same time. Current examples include a Valentine’s Day gift channel, and Back to Business Live, a channel focused on school and office products.

Recently aired livestreams are also available below the current live broadcasts. Products mentioned on the shows are displayed below the video in a carousel, making it easy to purchase instantly.

This isn’t that first time that Amazon has tried to offer a livestreamed QVC-style show. Three years ago, they offered Style Code Live, which focused on fashion and beauty products. The show, which hosted big-name stars including Meghan Trainor, Sarah Jessica Parker, Kourtney Kardashian, and Kelly Osbourne, lasted for about a year before it was cancelled.

The biggest difference with Amazon’s new offering is that it seems to be focused more on brand-created content. Not only will Amazon create content, but brands can broadcast their own live streams through Amazon’s new app, Amazon Live Creator.

Will the new shopping livestream prove to be more popular than the last? The variety of content could mean that it may appeal to a larger audience and therefore have a better chance of survival.