Amazon Expands Shopping Features on Prime Video

Amazon has broadened its shopping capabilities on Prime Video, enabling viewers to explore products linked to thousands of shows, movies and live‑sports events. The company’s X‑Ray feature, which has long offered behind‑the‑scenes trivia and cast information, now also displays items that appear on screen. Users can click on a highlighted product to view details, compare prices, and purchase directly through Amazon’s shopping app.

In addition to X‑Ray, Amazon introduced a Lens‑powered “Shop the Scene” tool that uses visual recognition to identify objects in real time as the episode or game plays. When a viewer points their device at a scene, the app surfaces relevant products and offers a seamless checkout experience. The integration is part of Amazon’s broader strategy to blend entertainment and e‑commerce, making it easier for fans to buy the items they see in their favorite content without leaving the streaming platform.

The expansion reflects a growing trend of “shoppable” media, where content consumption and online shopping intersect. By embedding product discovery into Prime Video’s user interface, Amazon aims to increase conversion rates and deepen engagement, while providing a convenient, on‑screen shopping experience for its subscribers.