Amazon is adding functions to its Prime Video “Shop the Show” feature in a move to facilitate streaming commerce.
When launched, in April of 2025, “Shop the Show” gave consumers the ability to watch Prime Video programming and shop their favorite shows, movies and live sports events without interrupted viewing. The second-screen feature enables consumers to search products related to what they’re watching.
At launch, consumers in the United States could use “Shop the Show” to browse 1,300 titles including favorites such as “Star Wars” and “Wicked,” as well as live sports such as NASCAR and the National Women’s Soccer League.
To use the feature, consumers opened the Amazon Shopping app on their mobile phones. They next typed shop the show in the search bar. From that point, consumers could browse and shop products related to what they had been watching. In addition, Amazon designed the “Shop the Show” landing page to provide a list of best-selling items related to each title so consumers could explore top product categories. When they found something enticing, consumers could add the items chosen to their carts and check out using the standard Amazon purchasing process.
In updating its approach to streaming commerce, Amazon enhanced “Shop the Show” to give a broader ability to interact with its content. The company has added a Shop tab within the Prime Video’s exclusive X-Ray utility, an interactive on-screen feature that delivers real-time data, trivia and bonus content to streaming programming. A new “Shop the Scene” function powered by Amazon Lens technology gives consumers the ability to stream content and click specific images on the screen to surface directly associated and similar products, a function that the company already has available on hundreds of titles, it pointed out. At the same time, Amazon has expanded the “Shop the Show” lineup to 8,000 titles up from the previous 1,300.
“We are always exploring new ways to enhance the streaming experience on Prime Video, and since launching ‘Shop the Show’, we have seen incredible enthusiasm from customers who love discovering products inspired by what they watch,” said Michelle Rothman, Amazon vice president of Prime Video shopping. “With this expansion, we are making it easier than ever for Prime Video customers to shop what they see on screen.”
