Amazon is adding shopping tools to Prime Video, giving viewers more ways to find products connected to movies, shows, and live sports. The tools build on X-Ray, which displays information such as actor bios, character names, and soundtrack music.
Viewers can pause a video, press up on a Fire TV remote, and open a new Shop tab in X-Ray. The Amazon Shopping app can then recognize what is playing and open a feed synchronized with that moment, showing related products.
Amazon is also simplifying its existing Shop the Show feature. Viewers no longer need to type the “shop the show” request in the app. They can open the app while watching and go directly to the title’s storefront. From there, Amazon Lens can identify products inspired by outfits, home decor, and other items in a scene.
The new Shop the Scene feature may not find an exact match, especially when clothing comes from high-end brands or handmade costumes. It is available today on iOS and Android in the U.S. and works with more than 600 titles. Shop the Show is expanding from 1,300 titles to more than 8,000 in the U.S., including Prime Originals, select licensed titles, and live sports.
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