Amazon has unveiled new shopping features that make it simpler for Prime Video viewers to purchase products related to thousands of shows, movies, and live sports. Expanding on its existing X-Ray experience—which currently provides actor bios, character names, and soundtrack details—Amazon is integrating a dedicated Shop tab. Using this, viewers can browse items linked to the content they're watching and continue shopping seamlessly via the Amazon Shopping app, which syncs to the exact moment in the video.

These enhancements build upon last year’s “Shop the Show” mobile app feature, which allowed Amazon users to search for products tied to their viewing experience but required explicit input from the customer. The new interface makes product suggestions more prominent and accessible, eliminating the need for typed commands and enabling a smoother shopping journey directly from the viewing experience. The Shop the Show feature is also expanding its coverage from 1,300 to over 8,000 titles, including Prime Originals and select licensed content.

Additionally, Amazon is launching a “Shop the Scene” function powered by its Amazon Lens visual search technology. This tool allows viewers to tap on specific images within a show's scene to identify fashion, home decor, and other items inspired by what appears on screen. Although it may not always find exact matches, especially when characters wear high-end or unique costumes, it provides a useful starting point for consumers seeking similar products.

Amazon’s new offerings join a broader trend among streaming platforms and connected TV services to incorporate shoppable content. Competitors like YouTube, Peacock, Roku, and Disney have rolled out various integrations to monetize viewers' interest in products featured in or related to their programming. With these updates, Amazon aims to draw a clearer line between entertainment and commerce, enhancing convenience for shoppers while opening new revenue channels.