Key facts
- Amazon is integrating shoppable product discovery into Prime Video via its X-Ray feature.
- A new "Shop the Scene" feature uses Amazon Lens to identify products inspired by on-screen items.
- The "Shop the Scene" feature is live on iOS and Android in the U.S. for over 600 titles.
- Amazon's "Shop the Show" feature in its app is expanding from 1,300 to over 8,000 titles in the U.S.
- These features aim to make product recommendations more prominent and accessible to viewers.
Amazon is making it easier for Prime Video viewers to shop for products they see on screen. The retail giant announced on Thursday a series of new features designed to integrate product discovery directly into the viewing experience. These updates build upon existing functionalities and introduce new ways for customers to find and purchase items related to the content they are watching.