Shopping meets streaming as Amazon links Prime Video scenes to real products. New features let viewers browse and buy items inspired by what they watch.
Prime Video viewers can now shop for products they see on screen, thanks to a major update to Amazon’s X-Ray feature. With this change, users can browse and buy items-like clothing or home decor-featured in thousands of shows and movies, all without leaving the streaming experience. Amazon is moving quickly to turn streaming into a direct shopping channel, outpacing competitors still testing similar ideas.
The Shop the Show experience now covers more than 8,000 titles in the U.S., including Prime Originals, licensed content, and live sports.
The new “Shop the Scene” feature uses Amazon’s Lens visual search technology. Tap an image in the app, and Lens tries to identify products inspired by what’s on screen. While it can’t always find an exact match-especially for custom or high-end items-it usually suggests similar alternatives available for purchase. This feature is now live for over 600 titles on iOS and Android in the U.S., and the “Shop the Show” option has expanded from 1,300 to more than 8,000 titles, including Prime Originals, select licensed content, and live sports, according to an official Amazon press release.
Other platforms are also exploring shoppable streaming. YouTube lets creators sell merchandise, while Peacock and Roku have tested their own shopping features. Disney has run shoppable ads on Disney+, Hulu, and ESPN. But Amazon’s approach is more direct, weaving shopping into the core viewing experience instead of treating it as an ad or a separate screen. This fits Amazon’s larger strategy of merging content and commerce, as described in recent coverage by The Verge about the new Shop tab in X-Ray.
The Shop tab can be accessed directly from the Prime Video viewing interface via X-Ray, appearing alongside Cast, Trivia, and Music. For seamless syncing, users must be signed in to the same Amazon account on both their living-room device and the Amazon Shopping app.
By making shoppable moments a standard part of Prime Video, Amazon is betting that viewers will treat impulse buying as a natural part of watching TV. This move raises the stakes for other streaming and publishing platforms, which now face a competitor that blends marketplace and media in one place.
Amazon, founded in 1994, reported net sales of $574.8 billion in 2025 and runs the world’s largest online marketplace. Prime Video, launched in 2006, now reaches over 200 million global subscribers and continues to add original content and interactive features, reinforcing Amazon’s position at the intersection of media and commerce.
