The Great British Bake Off has signed up for a deal worth a reported £5million with Amazon on the forthcoming series. The partnership is the tech company’s biggest in UK TV to date, with the brand hoping to use the show to push its Echo speakers and Alexa virtual assistant. The final of the baking show, which moved to Channel 4 after originally being aired on the BBC, attracted the broadcaster’s second biggest audience ever with 11 million people tuning in. Channel 4 paid £75million to secure the show, and the first series was sponsored by baking company Dr Oetker and Lyle’s golden syrup. Head of digital and partnership innovation at Channel 4, Jonathan Lewis said in a statement: “It’s a great testimony to the success of Bake Off’s debut on Channel 4 last year that Amazon will sponsor the Bake Off programme brands this year.” “We’re looking forward to working with Amazon as we build towards the launch of one of the biggest TV events of the year.” The deal extends to Bake Off spin-off shows An Extra Slice and The Professionals, as well as Stand Up To Cancer celebrity specials and the Christmas shows. The Great Stand Up To Cancer Bake Off continues Wednesday, April 4 at 8pm on Channel 4.