Amazon Expands Prime Video Shopping With X-Ray and “Shop the Scene”

Amazon is expanding shopping integrations across Prime Video so viewers can discover products tied to thousands of shows, movies, and live sports. The updates bring shopping into the existing X-Ray experience, improve discovery through the Amazon Shopping app, and add a new Amazon Lens-powered feature called “Shop the Scene.” The goal is to make product recommendations easier to find without relying on the older “shop the show” search prompt.

Viewers can launch X-Ray by pausing a video and pressing up on a Fire TV remote, then visit a new Shop tab with products related to what they are watching. To purchase, users open the Amazon Shopping app, which recognizes what is playing and opens a feed synced to that moment. Amazon has also improved the second-screen experience so viewers can open the shopping app while watching a title and be taken directly to that title’s storefront.

The new “Shop the Scene” feature lets viewers tap an image so Amazon Lens can identify products inspired by characters’ outfits, home decor, and other items in a scene. Amazon notes it may not always find exact matches, especially when items are high-end, handmade, or not stocked by Amazon or its sellers. The feature is live in the U.S. on iOS and Android and works with more than 600 titles.

Amazon’s move fits a broader push to connect streaming and shopping as services look for additional revenue streams. TechCrunch notes that YouTube, Peacock, Roku, and Disney have all worked on shoppable TV or related commerce features. Amazon is also expanding “Shop the Show” in its app from 1,300 titles to more than 8,000 in the U.S., including Prime Originals, select licensed favorites, and live sports.