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Amazon Adds Shoppable Features to Prime Video Through X-Ray and Lens

Amazon is adding Prime Video shopping features that let viewers find products tied to what they are watching through X-Ray, Amazon Lens, and an expanded Shop the Show.

AI News Feed · 2026-09-11 04:12

X-Ray currently displays real-time actor bios, character names, soundtrack music, and more. With the new integration, viewers can pause a video and press up on the Fire TV remote to launch X-Ray as usual, then visit a new Shop tab that showcases products related to what they are watching. To complete a purchase, they open the Amazon Shopping app, which recognizes what is playing and places them in a feed synced to that moment, where they can browse products.

Amazon has also changed the second-screen experience. Instead of requiring users to type shop the show into the Amazon Shopping app search, viewers can open the app while watching a movie or show and be taken to that title's storefront. They can then tap an image for Amazon Lens to identify products inspired by characters' outfits, home decor, and other items in the scene. The feature, called Shop the Scene, will not always produce an exact match. Amazon or its sellers often do not stock the clothing worn by characters, including pieces from high-end brands or handmade costumes. But the company said it can serve as a starting point for finding products that help achieve a similar look.

Shop the Scene is live today on iOS and Android in the United States and works with more than 600 titles, according to TechCrunch. The Shop the Show feature in Amazon's app is expanding from 1,300 titles to more than 8,000 in the U.S. These include Prime Originals, select licensed favorites, and live sports.

Amazon is not alone in combining shopping suggestions with viewing. YouTube has long offered creators a merch shelf and shoppable connected TV ads. Peacock added a Must ShopTV feature in 2023 that lets viewers buy products appearing in its content. Roku offers a way to shop with its remote. Disney has experimented with shoppable TV, including in streaming ads on Disney+, Hulu, and ESPN. Amazon's new features make product recommendations more prominent and easier to access than the earlier Shop the Show option, which could be easy to miss.

Editor's Summary

Amazon is bringing shopping features deeper into Prime Video, using X-Ray and Amazon Lens to let viewers find products related to what they watch. The company is also expanding its Shop the Show second-screen experience from 1,300 to more than 8,000 titles in the U.S. The update places Amazon alongside YouTube, Peacock, Roku, and Disney in testing shoppable TV as an additional revenue stream.