You can now go shopping using your Amazon Fire TV set-top box and Fire TV Stick. Kind of.
Amazon has rolled out shopping functionality, but you have to click an advert in order to start spending. Once you've done so, you can browse product photos and read customer reviews, and order items.
Just three clicks takes you from the advert to the checkout.
But it's not a fully-fledged shopping extravaganza like the Amazon website. In other words, you can't search the entire Amazon catalogue using your Fire TV or Fire TV Stick. But surely it can't be far off.
The new Apple TV can't match that, though it does have Siri voice control and an App Store stocked with third-party offerings.
You can buy films, TV shows and songs through the Apple TV, but not physical goods.
Who knows, next Christmas we could do all our Christmas shopping without moving from the sofa.