The New York Times reports that TiVo and Amazon have teamed up to create a “product purchase” feature on TiVo remote controls that will allow users to purchase products featured on television programs—and eventually commercials—with the touch of a button.

The report continues by saying that links to buy products—such as a book or CD featured on The Oprah Winfrey Show or on The Late Show with David Letterman—will appear in a Tivo onscreen menu. The user can purchase the product right away or save the item in an Amazon account so as not to interrupt the program being viewed.

In the coming months, notes the report, TiVo plans on making this option available to advertisers so that users can buy products directly from television commercials.

Thomas S. Rogers, chief executive of TiVo says in the Times report; “Our goal now is to work with the media industry to come up with ways to resist the downward pressure of less advertising viewing and create a way for advertising on TV to become more effective, more engaging and closer to the sale. What we are trying to do is to create all the underpinnings of a future business model for television.”