Amazon has introduced a new way for viewers to shop while they watch Prime Video content. The company announced a feature called Shop the Scene that lets users buy items they see on screen. This new function uses artificial intelligence to help people find clothing or accessories worn by actors. Users can get a close match or something similar from the Amazon Shopping app on their phones. The feature works with minimal interruption to the viewing experience. Amazon said Shop the Scene is available on more than 600 titles in the United States through the Amazon Shopping app on iOS and Android. The feature uses Amazon Lens technology to identify products inspired by outfits, home décor and other items appearing in a scene.
Prime Video is also adding a new shop tab inside X-Ray, which helps identify actors or music in shows, according to Fortune. Viewers can open X-Ray with their remote and then browse products related to what they are watching. Transactions can be completed directly on the user’s phone. Automatic syncing works when the television device and Amazon Shopping app are signed in to the same Amazon account. Viewers can also scan a QR code shown on screen to reach the shopping experience.
This move is part of Amazon’s broader effort to connect its streaming and shopping businesses. The company has been working on ways to blend entertainment with retail for years. Amazon previously tested virtual product placement technology that uses machine learning to insert brands into films after production. Amazon demonstrated the technology in 2022 and said it could digitally place products or branding into programs after filming had finished.
Some data suggests that such placements may influence viewers to search for or buy products. According to a YouGov survey, about 44 percent of U.S. adults said they had taken at least one action after seeing a brand in content they watched. Among all adults surveyed, twenty-two percent searched for the product online and ten percent made a purchase. The June survey of 1,183 U.S. adults also found that 52% considered product placement an effective form of advertising while 14% considered it ineffective.
Other streaming services have also tried similar features. Peacock introduced a Must ShopTV feature in 2023 that allowed users to buy products shown in shows. Disney’s streaming service Disney+ also tested a shoppable TV option using QR codes on the screen. Peacock's system used QR codes that viewers could scan with a mobile device to shop for products appearing in programs.
Amazon's new feature is meant to make shopping more convenient for Prime Video users. Michelle Rothman, vice president of Prime Video shopping, said the company is making it easier for customers to shop what they see on screen.
Amazon did not immediately respond to requests for comment about the new feature.
The broader Shop the Show experience has expanded to more than 8,000 titles from 1,300 before. This feature allows users to browse items related to shows like bobbleheads or LEGO sets. Shop the Show originally launched in 2025 with support for 1,300 titles in the United States. The expanded service includes Prime Originals, licensed programming and live sports.
Amazon’s latest effort is part of a growing trend among streaming companies to find new ways to make money from content. Companies like Netflix, Disney, and Peacock have tried different methods including raising prices and limiting account sharing. Amazon’s approach is one of the latest in a series of attempts to use content as a way to drive sales.
The company has been integrating shopping with entertainment for years through various technologies. Amazon’s new shopping tools are designed to make the experience more seamless and engaging for users.
These developments show how streaming services continue to evolve beyond just showing movies and TV shows. Amazon’s move is one of several steps the company has taken to grow its online retail presence through Prime Video. The company’s goal is to make it easier for viewers to act on their interest in what they see on screen.
This could help Amazon increase both its streaming and shopping revenue streams. Amazon’s new tools may also influence how other companies approach the intersection of entertainment and retail. The company continues to test new ways to connect its services with consumer behavior.
This latest update is part of Amazon’s ongoing strategy to make Prime Video more than just a streaming service. The new shopping features may appeal to people who enjoy watching shows and are interested in fashion or accessories. It also supports the idea that viewers want more interaction with what they watch.
Amazon’s expansion into shoppable content is a sign of how streaming platforms are evolving to meet changing consumer needs. The company hopes this will lead to more purchases and higher engagement from Prime Video users. This development shows that Amazon is still looking for new ways to bring shopping into its entertainment offerings.
The company’s investment in AI-powered features could help it stay ahead of the competition. Amazon’s new tools are part of a larger shift toward interactive and personalized streaming experiences. The company continues to explore how it can make its services more valuable for users.
These tools may also encourage more people to subscribe to Prime Video and engage with its content. Amazon’s latest shopping feature is a reflection of how technology continues to shape the way we consume media. It also shows that companies are trying to find new revenue models in an increasingly competitive market.