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

Amazon is expanding shopping across Prime Video with new tools that make products connected to movies, shows and live sports easier to discover without interrupting the viewing experience.

The updates build on Shop the Show, Amazon’s second-screen shopping feature introduced last year. Previously, viewers had to search “shop the show” in the Amazon Shopping app to find products related to what they were watching.

Amazon is now making those recommendations more visible through Prime Video’s existing X-Ray experience and a new visual-search feature called Shop the Scene.

Prime Video X-Ray gets a shopping tab

Viewers using Fire TV can open Prime Video’s X-Ray experience and select a new Shop tab containing products connected to the title they are watching. When users want to browse or make a purchase, the Amazon Shopping app can recognise the content playing and open a product feed synchronised with that title.

Amazon is also simplifying the second-screen experience. Instead of entering a search command, users can open the Amazon Shopping app while watching supported content and be taken directly to that movie or show’s storefront.

Shop the Show is expanding significantly, from about 1,300 supported titles to more than 8,000 in the U.S. The catalogue includes Prime Originals, selected licensed movies and shows, and live sports.

Shop the Scene uses Amazon Lens

A new Shop the Scene feature lets viewers tap an image from the content and use Amazon Lens visual-search technology to identify products inspired by clothing, furniture, decor and other items visible on screen.

The results will not always be exact matches because some costumes, designer products or handmade pieces may not be sold through Amazon. Instead, the feature can surface visually similar products that help shoppers recreate a particular look.

Shop the Scene is available in the U.S. through the Amazon Shopping app on iOS and Android and currently works with more than 600 titles.

Streaming platforms push further into commerce

Amazon is part of a broader effort among streaming companies to connect entertainment directly with shopping. Disney has experimented with shoppable television and content-based commerce across its streaming businesses, while YouTube, Peacock and Roku have introduced their own approaches to purchasing products seen alongside video.

Disney has also explored virtual storefronts and commerce tied directly to entertainment content, reflecting growing interest in turning streaming audiences into potential shoppers.

Amazon’s advantage is the connection between Prime Video and its existing retail infrastructure. By combining X-Ray, Amazon Lens and the Shopping app, the company is making product discovery part of the viewing experience while keeping the actual browsing and purchasing process on a second screen.