Amazon’s latest feature for Prime Video tries to make real life more like TV by allowing you to instantly buy what your favorite actors are wearing – or something similar.
The company on Thursday announced a new feature called Shop the Scene that allows users to purchase products featured in a show or movie. With minimal disruption to the viewing experience, users in the Amazon Shopping app can access items inspired by what is being shown in the scene they are watching.
Amazon announced Thursday that the Shop the Scene feature is now available for more than 600 Prime Video titles through the Amazon Shopping app for users in the United States
The more complete Shop the Show experience that Amazon offers introduced The ability, introduced last year, to allow users to browse products related to shows on Prime, such as: B. bobbleheads or LEGO sets, will be expanded from 1,300 to more than 8,000 titles.
“We’re making it easier than ever for Prime Video customers to shop what they see on screen,” Michelle Rothman, vice president of Prime Video Shopping, said in Thursday’s announcement.
Amazon did not immediately respond AssetsPlease comment.
The new Shop the Scene feature uses AI to allow a user who is curious about what clothes an actor is wearing in their favorite show to buy the same or a similar outfit from Amazon using their phone. The match may not always be exact.
Prime Video is also getting a new “Shop” tab in X-Ray, allowing users to identify actors or music playing in a show while they’re watching it. Users can now open X-Ray with their remote control, browse products associated with what they are viewing in the shop tab, and complete the transaction on their phone.
Benefit from streaming
Companies like Netflix, Disneyand Peacock have been experimenting for years with ways to make streaming more profitable, including by increasing subscription prices. is cracking down on account sharingand includes tiered subscription models and ad-supported streaming.
Amazon’s move is the latest attempt to capitalize on the content that’s already capturing people’s attention — and it’s not the first company to try it.
NBC’s streaming service Peacock introduced a Must ShopTV feature in 2023, allowing users to purchase content-related products in real time. Disney also has Disney+ via its streaming service experimented with a Shoppable TV feature that allowed subscribers to shop on specific sites via a QR code on their TV screen.
Amazon’s latest move also helps the giant online shopping business expand through its growing Prime Video business. Amazon announced late last year that its ad-supported Prime Video tier now reaches more than 315 million people worldwide, a big jump from the 200 million users it announced in 2024.
Amazon has been trying for years to integrate shopping and entertainment more closely, including with virtual product placement technology. or VPP, which uses machine learning to allow advertisers to incorporate their brands into films and television shows after production.
There is some data that shows product placement can be worthwhile. A Opinion poll of YouGov found earlier this year that just over half of U.S. adults believe product placement is an effective form of advertising, compared to 14% who said it is ineffective.
About 4% of respondents said they took action after seeing a brand in the content they viewed. Of these people, 22% searched for the product online and 10% reported making a purchase.