Great news for hardcore multi-taskers: Amazon and Procter & Gamble are teaming up to deliver highly relevant ads to consumers while they sit on the toilet. They won’t just show advertisements to this captive audience, though: the placards will also have barcodes that people with Amazon’s smartphone app can scan as virtual coupons for Procter & Gamble products.

The coupons featured in the companies’ “Stall Mall” are the full range of Procter & Gamble products, ranging from batteries (for now) to teeth-whitening strips. Of course, there will be coupons for products that people currently sitting on a toilet will find relevant: toilet paper, paper towels, and we imagine also their Always and Tampax brands of feminine hygiene products.

The company did its research, of course. As part of the publicity for this project, the company’s Charmin brand released the results of a survey where one-third of respondents said that they use their smartphones in the bathroom, and a surprising number of those (13%) say that they’ve bought household goods on their phones while sitting on the toilet. Like we said: multi-tasking!

These ads will first show up next to the cosmopolitan crappers in cities like New York, Los Angeles, and Philadelphia. If the “Stall Mall,” as they’re calling it, catches on, maybe people out in the hinterlands will have the good fortune to scan coupons while on the can, too.

Amazon: Shop while you’re in the toilet [CNN]