September 14, 2026, 11:02 am | Read time: 2 minutes
Amazon aims to make shopping during streaming significantly easier. New features in Prime Video will link products from movies, series, and sports broadcasts directly with the shopping app.
Amazon is expanding the shopping features in Prime Video and integrating them more closely with the already known X-Ray feature. Until now, this feature provided information about actors, characters, or music pieces currently seen or heard in the program. In the future, a new shop section will be added, displaying relevant products related to the current content.
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On Fire TV devices, users can open the shop tab directly during streaming. Those who wish to purchase a product will then be directed to the Amazon shopping app. According to their own statements, a synchronized product feed appears there, tailored to the currently running movie, series, or sports event. This makes product recommendations significantly easier to find than before.
Amazon significantly expands “Shop the Show”
Last year, Amazon introduced a second-screen experience with “Shop the Show.” Until now, users had to actively enter the term into the Amazon search to see relevant products for a specific title. With the update, this intermediate step is largely eliminated.
Instead, it is sufficient to open the Amazon shopping app during streaming. According to Amazon, the offering is simultaneously expanded from 1,300 to more than 8,000 supported titles. These include Prime Originals, selected licensed content, and live sports broadcasts. The feature will initially be offered in the U.S.
New image search recognizes products in scenes
Additionally, Amazon is introducing the “Shop the Scene” feature. It uses the image recognition tool Amazon Lens to analyze individual scenes from movies or series. Users can tap on an image and then find similar products inspired by clothing, furniture, or other items from the scene.
However, Amazon notes that exact matches are not always possible. Many of the displayed products come from brands or manufacturers whose items are not available in the Amazon assortment. Therefore, the function is primarily intended to provide similar alternatives. “Shop the Scene” launches in the U.S. for iOS and Android and supports more than 600 titles at the start, according to Amazon.