Amazon expands Prime Video Shop the Show to more than 8,000 titles

MUMBAI: Amazon has expanded its Prime Video Shop the Show experience, giving viewers more ways to discover and purchase products inspired by what they see on screen.

The shopping feature, which was launched last year, previously covered around 1,300 titles. It now spans more than 8,000 titles in the US, including Prime Originals, licensed content and live sports.

The expansion introduces two new features: a Shop tab within Prime Video’s X-Ray experience and Shop the Scene, which uses Amazon Lens technology to identify products featured in individual scenes.

The new Shop tab sits alongside existing X-Ray sections such as Cast, Trivia and Music. On supported devices in the US, viewers can press “up” on their remote while watching to open the tab and explore products related to the content on screen.

Viewers can then open the Amazon Shopping app, which can recognise what is playing and take them to a feed synced with the scene. The purchase is completed on the phone. Users can also access the experience by scanning an on-screen QR code or searching “Shop the Show” in the Amazon app.

Automatic syncing works when the living room device and Amazon Shopping app are signed into the same account.

The Shop the Scene feature takes the experience further by allowing viewers to shop for products as they appear on screen. Using Amazon Lens, the feature can identify products inspired by characters’ outfits, home décor and other elements of a scene, and surface similar items through the Amazon Shopping app.

For instance, a viewer watching Off Campus can spot a sweater worn by Hannah, open the Amazon Shopping app and access the show’s storefront. By tapping the image, Amazon Lens can surface similar products that can be added to the cart before the viewer returns to the programme.

Shop the Scene is available on the Amazon Shopping app for iOS and Android in the US across more than 600 titles.

Prime Video shopping vice president Michelle Rothman said the company has seen strong customer interest in discovering products inspired by the content they watch. The latest expansion is aimed at making that discovery and purchase journey more seamless.

The wider rollout signals Amazon’s push to bring entertainment and commerce closer together, allowing viewers to move from spotting an item on screen to finding and purchasing similar products with fewer steps.