Amazon has announced new features designed to simplify shopping while watching Prime Video. Building on its existing X-Ray experience, which provides real-time information about actors, characters, and soundtracks, Amazon will now allow viewers to discover products related to the content they are watching. By pausing a video and accessing the X-Ray menu on Fire TV, users can visit a new Shop tab showcasing relevant items. Purchases can then be made through the Amazon Shopping app, which syncs product feeds to the current scene.
Additionally, Amazon is enhancing its second-screen shopping experience. Instead of typing a search phrase, viewers can open the Amazon Shopping app during playback to access a dedicated storefront for the title. The app also features a new visual search tool called Shop the Scene, powered by Amazon Lens technology. This tool identifies products inspired by characters' outfits, home decor, and other on-screen items, helping users find similar products even if exact matches are unavailable.
Shop the Scene is currently available on iOS and Android in the U.S., covering over 600 titles. Meanwhile, the Shop the Show feature is expanding its catalog from 1,300 to more than 8,000 titles, including Prime Originals, licensed content, and live sports. These updates reflect a broader trend among streaming platforms to integrate shopping options directly into the viewing experience, creating new revenue opportunities and enhancing user engagement.