Calculating the Frechet derivate is sometimes very complicated (but obviously not in this case). For this reason it is good to know the following lemma:
Let $X$ be a banach space, $U\subset X$ open and $I\colon U \to \mathbf R$ Gateaux differentiable. Assume furter that $I_G'$ is continuous in $u\in U$. Then we have
$$I_G'(u) = I_F'(u)$$
where $I_G'$ and $I_F'$ denotes the Gateaux derivate repectively Frechet derivate.
Set $I(x,y)=xy$. We have
\begin{align*}
\lim_{t\to 0} \frac{I(u_1+tv_1, u_2 +tv_2) - I(u_1,u_2)}{t} & = \lim_{t\to 0} \frac{(u_1 +tv_1)(u_2 +tv_2) - u_1u_2}{t} \\ &= \lim_{t\to 0} v_1u_2 +u_1v_2 +tv_1v_2 \\ &= v_1u_2 +u_1v_2 =: \langle A_u,v\rangle.
\end{align*}
Hence we have
$$A_u=I_G'(u) = I_F'(u).$$