Amazon is updating its Prime Video service to integrate shopping features directly into the viewing experience. Users can now access a new Shop tab via the X-Ray interface on Fire TV, which displays products related to the content being watched. Purchases are completed by syncing the Amazon Shopping app to the current stream.
The company is also enhancing its second-screen shopping capabilities. Instead of manual search queries, users can now open the Amazon Shopping app to automatically access a storefront for the movie or show they are watching. This includes the new Shop the Scene feature, which uses Amazon Lens technology to identify items like outfits and home decor.
Shop the Scene is currently available on iOS and Android in the United States for more than 600 titles. Additionally, the Shop the Show feature has been expanded to cover over 8,000 titles in the U.S., including Prime Originals, licensed content, and live sports broadcasts.
These updates follow the initial launch of the Shop the Show feature last year. Amazon joins other platforms like YouTube, Peacock, Roku, and Disney in integrating commerce directly into streaming content to generate new revenue streams.
