Amazon announced on Thursday that it is introducing new features to enhance shopping integrations across Prime Video. These updates aim to make it simpler for customers to discover and purchase products related to thousands of shows, movies, and live sports content.
The existing X-Ray experience, which provides real-time information on actors and music, will now include a dedicated "Shop" tab. Viewers can pause content and press up on a Fire TV remote to access this tab, then use the Amazon Shopping app to browse related products synced to the moment in the video.
Additionally, Amazon is launching "Shop the Scene," a new feature utilising Amazon Lens visual search technology. This allows users to open the Amazon Shopping app while watching content and tap an image to identify products inspired by outfits, home decor, and other items in a scene. This feature is currently available on iOS and Android in the U.S. for more than 600 titles. The "Shop the Show" feature in the Amazon app is also expanding to over 8,000 titles in the U.S., up from 1,300, including Prime Originals, licensed content, and live sports.