Amazon Expands Shoppable Features on Prime Video with ‘Shop the Scene’ and Expanded ‘Shop the Show’

Amazon announced a suite of new shopping features on Thursday designed to let viewers purchase items seen in Prime Video content more easily. The updates enhance the retailer’s existing X-Ray experience, which provides real-time details on actors, characters, and soundtracks, by adding prominent product discovery capabilities.

The most notable addition is “Shop the Scene,” which utilizes Amazon’s Lens visual search technology. By tapping an image on their mobile device, users can identify products inspired by clothing, home decor, and other items visible in the scene. While results may not always match the exact costumes—often made from high-end or handmade pieces—the feature serves as a starting point for finding similar looks. This functionality is available today on iOS and Android in the United States across more than 600 titles.

Additionally, Amazon is expanding its “Shop the Show” second-screen experience. Previously requiring users to type a specific search command, the updated flow allows customers to simply open the Amazon Shopping app while watching a film or series to be directed to a storefront synced to that specific title. The catalog for this feature is growing from 1,300 titles to over 8,000 in the U.S., encompassing Prime Originals, licensed content, and live sports events.

These moves align Amazon with competitors such as YouTube, Peacock, Roku, and Disney, which have all integrated shoppable elements into their viewing platforms to create new revenue streams. With the new X-Ray integration, users can pause content, press up on their Fire TV remote, and visit a dedicated Shop tab to browse related items, eventually linking back to the synced app feed for purchase.