Amazon integrates shoppable features into Prime Video

The core of the new integration lies within Prime Video's X-Ray experience. By pausing a video and accessing X-Ray, viewers can now navigate to a new "Shop" tab that will display products related to the current scene or show. To complete a purchase, users can open the Amazon Shopping app, which will sync with the video and present a feed of relevant products.

Additionally, Amazon is introducing "Shop the Scene," which utilizes its Amazon Lens visual search technology. This feature allows users to identify and find products inspired by elements within a scene, such as character outfits or home decor. While it may not always find exact matches, especially for high-end or custom items, it aims to provide a starting point for discovering similar products. The "Shop the Scene" feature is currently available on iOS and Android in the U.S. and supports over 600 titles.

Amazon is also enhancing its "Shop the Show" feature within the Amazon mobile shopping app. Previously requiring a specific search query, users can now simply open the app while watching a program to be directed to that title's storefront. This feature is expanding significantly, growing from 1,300 titles to over 8,000, encompassing Prime Originals, licensed content, and live sports.

These moves place Amazon alongside other services like YouTube, Peacock, and Roku that are integrating shopping functionalities into their video platforms to create additional revenue streams.