Amazon will try to harness the ‘Delia Effect’

Amazon is going to try and create demand, rather like Delia Smith, when it launches a new food show in the autumn. Although, unlike Delia Smith, they’ll be selling the goods.

The ‘Delia Effect’ is where shops see a massive surge in demand for products whenever the Norwich City FC director mentions them in her cookery show. Famously demand for fresh cranberries went through the roof one Christmas after the TV cook recommended them to viewers.

And now Amazon want to use TV to drive demand. They’ll be launching a cooking programme on Prime Video in Japan that will enable viewers to order products featured in the show’s recipes using the single click ordering function. The show will be made in conjunction Japanese TV company Yoshimoto Kogyo, which is making the show.

The programme will feature Japanese food from around the country and also involve Japanese celebrities. The service will be limited to Japan at first, and is very much billed as a trial, but could be rolled out to other countries too.