Technology and Science10 September, 20262 min read
Amazon Expands Prime Video Shop the Show With New X-Ray Interactive Shopping Features
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Over 8,000 titles linked for shopping on Prime Video. Shop tab added to Prime Video X-Ray for product browsing.
Prime Video adds shopping
Amazon announced new interactive shopping features for Prime Video that integrate product recommendations into its X-Ray experience and extend “Shop the Show” across thousands of titles in the United States. In the X-Ray menu, Amazon will add a new Shop tab that lets viewers explore products related to what they are watching, with access described as starting by pausing the video and then pressing up on the Fire TV remote.
“Expanded availability as Shop the Show now works on more than 8,000 titles, up from 1,300.”
About AmazonAmazon said the expansion will grow Shop the Show to more than 8,000 titles in the U.S., up from 1,300, and it will work through the Amazon Shopping app rather than completing purchases directly on the television. TechCrunch described the approach as making it easier to shop when you’re watching TV by using integrations with X-Ray, which “today displays real-time actor bios, character names, soundtrack music, and more.”
Shop the Scene with Lens
Amazon also introduced “Shop the Scene,” a shopping feature powered by Amazon Lens technology that identifies products inspired by what appears on screen as scenes play. The company said Shop the Scene lets viewers open the Amazon Shopping app while streaming to find a feed that automatically syncs with what they are watching, and then tap items to discover similar products.
Amazon Lens is described as identifying products inspired by characters’ outfits and home décor, and the feature is available on the Amazon Shopping app (iOS and Android) in the U.S. across more than 600 titles. TechCrunch added that Shop the Scene “won’t always lead to an exact match,” because characters are often wearing clothing that Amazon or its sellers don’t stock, including pieces from high-end brands or handmade costumes.
How purchases sync and scale
Amazon’s update ties the viewing experience to shopping by having the Amazon Shopping app recognize what’s playing and drop viewers into a feed synced to that moment, with the phone used to complete the purchase. About Amazon said the Shop tab sits alongside existing X-Ray tabs like Cast, Trivia, and Music, and it described controls as pressing “up” on a remote to open the Shop tab and explore products inspired by what’s on screen.
Broadband TV News said the new features are currently available only in the United States through the Amazon Shopping app on iOS and Android, with purchases synchronised automatically when the app and the viewing device are signed into the same Amazon account. Michelle Rothman, vice president of Prime Video shopping, said: “We are always exploring new ways to enhance the streaming experience on Prime Video, and since launching Shop the Show, we have seen incredible enthusiasm from customers who love discovering products inspired by what they watch.”
