● Covered by 1 source · 1 reportLow impact1 neutral
Amazon integrates new shopping features into Prime Video's X-Ray experience
Key points
- New shopping features integrated into Prime Video's X-Ray.
- "Shop the Scene" uses Amazon Lens for visual product identification.
- Second-screen shopping experience improved, no longer requires search query.
- Updates aim to make product recommendations more prominent.
Enhanced Shopping Integration in Prime Video
Amazon announced new features to integrate shopping directly into the Prime Video viewing experience. These updates build upon the existing X-Ray feature, which provides real-time information about actors, characters, and soundtracks. The goal is to make product discovery and purchasing more seamless for viewers.
New X-Ray Shop Tab and "Shop the Scene"
Users can now access a new "Shop" tab within the X-Ray experience by pausing a video and navigating with a Fire TV remote. This tab will display products related to the content being watched. Additionally, a new "Shop the Scene" feature, powered by Amazon Lens technology, allows users to identify products inspired by items seen in a scene, such as outfits or home decor, by tapping an image in the Amazon Shopping app.
Improved Second-Screen Experience
The second-screen shopping experience has been refined. Previously, users had to type "shop the show" into the Amazon Search app. Now, opening the Amazon Shopping app while watching a Prime Video title will automatically direct users to a storefront synced with the content, allowing them to browse relevant products without an explicit search query.
Industry Trend Towards Shoppable Content
Amazon's move aligns with a broader industry trend where streaming services are integrating shopping suggestions to generate additional revenue. Other platforms like YouTube, Peacock, Roku, and Disney have also experimented with or implemented similar shoppable TV features, ranging from creator merchandise shelves to interactive ads and direct product purchases via remote controls.
✨ This summary was generated by AI from the outlets' reporting listed below. It is not independently verified and may contain errors — check the original sources. How BrevFeed works →
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Reporting from
Amazon is adding new shopping features to Prime Video, allowing users to discover and purchase products directly from thousands of titles through an updated X-Ray experience and a new "Shop the Scene" feature using Amazon Lens. These updates aim to make product recommendations more prominent and accessible, creating an additional revenue stream for Amazon.