Amazon is rolling out Shop the Scene on Prime Video, a feature that lets viewers browse and buy products inspired by what appears on screen with minimal disruption to viewing. The company said the capability, available through the Amazon Shopping app in the United States, is launching across more than 600 Prime Video titles.
With Shop the Scene, users can pull up items related to the outfits, accessories, or other on-screen elements in the scene they are watching and complete a purchase on their phone. Amazon noted the matches may not always be exact but are designed to surface the same or similar products available on its marketplace.
The debut builds on Amazon’s broader Shop the Show experience, introduced last year to connect viewers with show-related merchandise such as collectibles and building sets. That program is expanding from 1,300 titles to more than 8,000, according to the company.
“We are making it easier than ever for Prime Video customers to shop what they see on screen,” said Michelle Rothman, vice president of Prime Video shopping, in Thursday’s announcement. Amazon did not immediately respond to a request for additional comment.
Prime Video is also adding a new shop tab within X-Ray, the on-screen feature that identifies actors and music during playback. Viewers can open X-Ray with their remote, browse associated products in the shop tab, and then finalize purchases on their phone.
Shop the Scene and streaming monetization
Streaming platforms have been testing new ways to improve profitability, including higher subscription prices, limits on account sharing, tiered plans, and ad-supported options. Amazon’s update is the latest effort to turn engagement with shows and films into shopping activity, and it is not alone in trying the approach.
Peacock introduced Must ShopTV in 2023 to let viewers buy products in real time. Disney has piloted a shoppable TV feature on Disney+ using QR codes that take users to product pages.
Amazon says the expansion links its retail marketplace more closely with its entertainment ecosystem. The company reported late last year that its ad-supported Prime Video tier reaches more than 315 million people worldwide, up from 200 million users it disclosed in 2024.
The company has long sought to blend shopping and entertainment. Its virtual product placement technology uses machine learning to insert brands into films and series after production, giving advertisers another path to reach audiences inside content.
Survey data suggests the strategy can have an impact. A YouGov poll earlier this year found just over half of U.S. adults view product placement as an effective form of advertising, while 14% called it ineffective. Four percent of respondents reported taking action after seeing a brand featured in content, a trend that has also shaped how retailers like Macy’s approach digital merchandising. Among those, 22% searched for the item online and 10% said they made a purchase.