Amazon Enhances Prime Video Shopping With New X-Ray and Lens Features
· Technology · TechCrunch, Fortune
Amazon has integrated deeper shopping capabilities into Prime Video, allowing users to discover and purchase products directly tied to shows and movies via X-Ray and Amazon Lens technologies. The new ‘Shop’ tab in X-Ray highlights products related to what viewers are watching, while Amazon Lens enables visual searches for items like outfits or home decor seen on-screen. This builds on the ‘Shop the Show’ feature, which previously required manual searches but is now more accessible through the Amazon Shopping app. Competitors like YouTube, Peacock, and Disney+ have also experimented with shoppable TV, but Amazon’s integration aims to streamline the experience without interrupting viewing.
Why it matters
Prime Video subscribers gain seamless access to products inspired by their favourite content, potentially boosting Amazon’s retail revenue while enhancing the streaming experience. This could influence how other platforms develop their own shoppable features, reshaping the intersection of entertainment and e-commerce.
Read the original report — TechCrunch
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