Amazon is enhancing the shopping experience for viewers by introducing new features that help customers discover products while watching shows on Prime Video. On Thursday, the company unveiled updates that build on its current X-Ray functionality, which provides real-time details about actors, character names, and soundtracks. A new “shop the scene” option, utilizing Amazon’s Lens technology, is also being introduced, along with additional enhancements.
These updates follow the launch of “Shop the Show” last year, a second-screen shopping feature that allows users to find products linked to movies, shows, or live events by searching within the Amazon mobile app, without disrupting the viewing experience.
While the previous feature could be overlooked, the new additions promise to make product suggestions more visible and accessible.
Amazon is joining various platforms that integrate shopping into the viewing experience to explore new revenue opportunities. YouTube provides creators with a merch shelf for selling products, while Peacock introduced a Must ShopTV feature for viewers. Roku has also implemented shopping capabilities through its remote, and Disney has tested shoppable TV ads across its streaming services.
To utilize Amazon’s X-Ray feature for shopping, viewers can activate it by pausing the video and navigating with the Fire TV remote. A new Shop tab will appear, showcasing products relevant to the content being viewed. Users can then open the Amazon Shopping app, which syncs with the current video, allowing them to browse and purchase items they find appealing.
Additionally, the second-screen experience is being refined. Instead of having to input a search request for “shop the show,” users can now simply open the Amazon Shopping app while watching content to be directed to the associated storefront.
By tapping on images in the app, users can leverage Amazon Lens to identify products inspired by the outfits or decor seen in the scene. This feature, known as “Shop the Scene,” may not always yield the exact items, as characters might wear clothing from high-end brands or custom designs. Nonetheless, it provides a starting point for those looking to replicate a similar style.
The “Shop the Scene” feature is now available on iOS and Android in the U.S. and is compatible with over 600 titles.
Furthermore, the “Shop the Show” capability has expanded from 1,300 titles to over 8,000 in the U.S., covering a range of Prime Originals, popular licensed titles, and live sports, according to Amazon.
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