The new partnership between Amazon.com and TiVo will turn your remote control into your very own personal shopping assistant. The mechanism is simple: customers will be able to purchase items via Amazon.com while watching high profile TV shows such as “The Oprah Winfrey Show,” “The Colbert Report,” “The Ellen DeGeneres Show” and “Burn Notice.”

This will practically turn TiVo into advertisers’ favorite service, by allowing them to market their Amazon.com products on any broadcast or cable network. Consumers will be able to easily purchase products just by using their TiVo remote control, whether they’re watching a live show or a recorded one, without missing a minute of it.

As Evan Young, Director of Broadband Services for TiVo Inc. said in a statement, this will add “a whole new dimension to the TV viewing experience” by extending the limitations of traditional linear shopping channels that require live viewing. Amazon.com products will now be able to be merchandised through TiVo.

The new service gives customers a set of options, such as ‘immediate purchase’ or ‘add to the Amazon.com shopping cart’. Furthermore, with the help of TiVo’s Universal Swivel Search, consumers will be able to explore products associated with their favorite TV shows just by using the TiVo remote control.

Advertisers will now be able to reach specific audiences, by simply merchandising products on related shows (CDs on shows featuring music, books on talk shows etc.).

“The marketing possibilities are endless,” said Scott Merlino, senior manager of business development at Amazon.com. “Teaming up with TiVo is a great way to engage consumers during a TV program with a direct connection to the product being sold.”

With the help of TiVo’s program Placement, advertisers will be able to target their audience by offering related products via specific TV shows, and at the same time, customers will be able to get more information by automatically pausing their program. The service became available as of Tuesday.