Amazon is expanding its shopping-features inside Prime Video. The company unveiled several tools designed to help viewers buy outfits, home decor, and more directly from what they see on screen. These changes plug into Amazon’s X-Ray tool, add a “Shop the Scene” visual search option, and beef up its existing “Shop the Show” feature across thousands of titles.
What’s New?
First, the X-Ray panel—typically used to display actor info, character names, and music—will now include a new “Shop” tab. When watching via Fire TV, users can pause the video, press up on the remote to open X-Ray, and access products tied to that moment. From there, items can be purchased through the Amazon Shopping app, which auto-recognizes what’s playing and syncs to that scene.
Next, a fresh “Shop the Scene” feature uses Amazon’s visual search tech (Amazon Lens) to dig up products inspired by the outfits, furniture, and other objects visible in a scene. While the system won’t always find the exact match—characters often wear unique or custom items—it’s meant to serve as a starting point for similar styles or home looks. As of this announcement, Shop the Scene works in the U.S. on iOS and Android and is available in over 600 titles.
Expanding Beyond the Basics
The “Shop the Show” feature is also getting an upgrade. Originally launched last year, it lets users discover products connected to their show or live sports event—but required entering a special command (“shop the show”) in Amazon’s shopping app. Now, it will cover more than 8,000 Prime Video titles in the U.S., up from about 1,300. Users can simply open the Amazon Shopping app while watching and be directed to a storefront for that title without having to use any special search terms. Titles include Prime Originals, licensed content, and live sports.
These additions build on a broader trend toward shoppable entertainment. Other streaming platforms have tested or launched features that let viewers buy items seen on screen. But integrating product discovery directly into the viewing tools themselves—especially via X-Ray and visual search—is relatively uncommon, giving Amazon an edge.
Here’s how things work in practice: pause a show on Fire TV, press up to open X-Ray, and go to the Shop tab to see items tied to the current moment. Or, open the Shopping app on a phone or tablet while a show is playing to see its dedicated storefront. Then pick any scene and tap to use Shop the Scene’s visual match tech for inspiration based on what’s already on screen.
While these tools greatly streamline the path from inspiration to purchase, there are limitations: not everything seen on-screen is content-matched—costume pieces, props, or designer clothing might not be listed. But for many everyday viewers, the enhancements mean fewer clicks, less searching, and better access to similar styles.
These upgrades are rolling out in the U.S. now. Shop the Scene works on iOS and Android, over 600 titles. Shop the Show now spans 8,000 titles including Prime Originals, licensed content, and sports.
By embedding commerce into streaming content, Amazon isn’t just making TV more interactive—it’s redefining how viewers engage with what they see. This could shift audiences from passive watching to active buying. The key will be balancing seamless integration without turning every scene into an advert. As more platforms test similar features, it’s worth watching if this becomes standard—or if users push back on commerce in storytelling.
