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Amazon adds new features to shop products directly while watching Prime Video shows.

Others
10 Sep 2026
TechCrunch
View Source
Bullish
Amazon adds new features to shop products directly while watching Prime Video shows.

Amazon has introduced new shopping features integrated with its Prime Video X-Ray experience, allowing viewers to discover and buy products related to the content they watch. Users can now access a "Shop" tab via the Fire TV remote during playback, linking to products in the Amazon Shopping app synced to the show or movie. The update also expands the "Shop the Show" feature to over 8,000 titles and launches "Shop the Scene," which uses Amazon Lens to identify items inspired by characters' outfits and scenes. These enhancements aim to make shopping more seamless and prominent during viewing, following similar trends by other streaming services to boost revenue through integrated shopping experiences.

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