Amazon is further integrating Prime Video into its own e-commerce platform. The company announced that in the future, users will be able to more directly search for and purchase products related to what they are watching, covering thousands of movies, TV shows, and sports content.

X-Ray Added new shopping entrance

This update mainly focuses on expanding the existing X-Ray feature to include Prime Video. X-Ray was originally used to display actor information, character names, and soundtrack details, but now it has added a shopping portal. After users pause the video, they can use the Fire TV remote control to access X-Ray and then open a new Shop tab to view products related to the current content.

Amazon states that after users see the products on television, the purchasing process will proceed to the Amazon Shopping app to complete the transaction. This app is capable of identifying the content that is currently being played and will automatically navigate to the product information stream at that corresponding time point, facilitating continued browsing and placing orders.

" Shop the Show " Reduce the number of steps required

In addition to the television platform, Amazon has also improved the shopping experience on the second screen. Previously, if users wanted to use “Shop the Show”, they needed to manually enter the relevant commands in the Amazon search application. After the update, users simply need to open the Amazon Shopping application while watching a video to access the exclusive product page for that film or program.

Visual search covers more film libraries.

Amazon has also launched the “Shop the Scene” feature, which integrates with Amazon Lens visual search technology. When users click on images, the system can identify elements such as character outfits and home decor, and then recommend products with similar styles.

However, this feature does not always manage to find exactly matching products. Amazon mentions that the clothing and props in films and television shows may come from high-end brands or be custom-made handcrafted items, and it is not guaranteed that the platform has the same products in stock. Therefore, this feature is more of a gateway to help users find products with similar styles.

• “Shop the Scene” has supported over 600 pieces of content.
• “Shop the Show” The coverage has expanded to over 8,000 units.
• The applicable content includes original dramas, licensed films, and live sports broadcasts.

Amazon is not the first platform to attempt integrating shopping into the movie-watching experience. YouTube, Peacock, Roku, and Disney have previously tested similar models, with the goal of generating new revenue streams outside of the content itself. For Amazon, the advantage of such features lies in its possession of both streaming distribution capabilities, advertising power, and an e-commerce fulfillment system, which makes it easier to convert viewing behavior into transactions.