Amazon's Prime Video Gets Shopping Button
Amazon is making it easier for customers to shop while watching Prime Video. The e-commerce giant has announced new features that integrate product recommendations into its existing X-Ray experience, allowing viewers to discover products featured in thousands of Prime Video titles.
The new features include a 'Shop tab' within the X-Ray experience on Fire TV, which showcases products related to what's being watched. Viewers can also use Amazon's visual search technology, Lens, to identify other products inspired by characters' outfits or home decor in a scene.
These updates follow last year's launch of 'Shop the Show', a second-screen shopping experience available through the Amazon mobile shopping app. However, these new features make product recommendations more prominent and easier to access.