Amazon makes it easier to buy what you see on Prime Video

image via TechCrunch

September 10, 2026, 6:10 PM

• •Prime Video’s X-Ray now includes a Shop tab that surfaces products related to what a viewer is watching.
• •The Amazon Shopping app can recognize what is playing and open a synced feed of products tied to that moment in a title.
• •Amazon removed the need to type “shop the show” in search; users can now open the shopping app directly while watching to reach a title storefront.
• •A new “Shop the Scene” feature uses Amazon Lens to identify visually similar products inspired by outfits, decor, and other items in a scene.
• •Shop the Scene is live on iOS and Android in the U.S. for more than 600 titles, and Shop the Show is expanding to over 8,000 titles.

Amazon has added new shopping features to Prime Video that connect on-screen content with product discovery in Amazon’s retail app. Viewers can now use X-Ray’s new Shop tab, improved second-screen storefront access, and a Lens-powered “Shop the Scene” tool to find products tied to shows, movies, and live sports. The company says Shop the Scene is available now on iOS and Android in the U.S. across more than 600 titles, while Shop the Show is expanding from 1,300 titles to more than 8,000. The move places Amazon alongside other streaming and TV platforms that are trying to turn viewing into a shoppable experience and new revenue source.

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