Amazon has announced a series of new features designed to make buying products seen in movies and TV shows on Prime Video much easier. By updating the built-in X-Ray experience and integrating Amazon Lens visual search technology, viewers can now seamlessly discover and purchase items ranging from character outfits to home decor.
This update follows a broader industry trend where streaming platforms integrate e-commerce into viewing experiences to unlock additional revenue streams. Competitors like YouTube, Peacock, and Disney have also experimented with shoppable TV formats to bridge the gap between content and retail.
The new capabilities are currently rolling out in the U.S. across iOS and Android, supporting thousands of titles and live sports events. The enhancements aim to make product discovery more prominent and friction-free for the modern television audience.
- New Shop tab added to Prime Video’s X-Ray feature for direct product discovery.
- Amazon Lens integration allows users to shop specific scenes using visual search.
- Amazon Shopping app automatically syncs with currently playing movies and shows.
- Feature expands to cover over 8,000 titles and live sports events in the U.S.
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