The news: Amazon expanded its shoppable video offerings to make it easier for consumers to browse and make purchases in its app during their Prime Video viewing experience.

Changes include:

• A new Shop tab inside Amazon’s X-Ray experience that lets viewers explore products related to what’s on screen.
• “Shop the Scene,” which uses Amazon Lens technology to identify products inspired by characters’ on-screen outfits, scene decor, and more. When consumers open the Shopping app, it automatically recognizes what’s playing and generates a shoppable feed synced to the scene.

Amazon also expanded Shop the Show to over 8,000 titles.

Why it matters: Shop the Show and Shop the Scene extend branded opportunities by letting viewers browse products they see without waiting for a paid placement or prompt.

They also close the divide between discovery and purchase inside Amazon’s marketplace and streaming services and give product placements within streaming titles more commerce value.

The bigger picture: Amazon has been building toward more shoppable video offerings for two years—in 2024, the company added shoppable carousel ads, interactive pause ads, and brand trivia ads during Prime Video commercial breaks.

These expansions fuse its commerce and streaming businesses and give the company top-of-funnel reach that its marketplace ads may lack. Streaming content attracts broad audiences, shoppable feeds convert viewer attention, and on-site purchase tools help track conversions.

Marketing and ad professionals worldwide already support offerings like Amazon’s: 77% are confident in shoppable ads that let viewers make purchases directly without leaving the show they’re watching, per DoubleVerify.

Implications for brands: Amazon pairing TV-scale video reach with organic shopping offerings opens up more intent-driven commerce opportunities and direct placements for brands.

Brands with direct product placements can monitor how audience engagement with Shop the Scene encourages on-site purchases. Those without direct placements should audit which products are surfaced in Shop the Show and ensure their own photos and descriptions are high quality to optimize for shoppable video.