Prime Video expands Show the Show feature

Launched last year in the US on just over 1,000 titles, Shop the Show lets viewers discover and shop for products from shows, movies, and live sports.  

Viewers open the Amazon Shopping app while streaming and search “shop the show” to instantly find products inspired by what's on screen. 

An app update includes a new Shop tab within the Prime Video X-Ray experience that lets viewers explore products related to what they’re watching. 

A new Shop the Scene feature powered by Amazon Lens technology also lets viewers shop items from scenes the moment they see them. 

For example, a customer watching the show Off Campus might notice a sweater one of the characters is wearing. They open the Amazon Shopping app, which automatically prompts them to shop the Off Campus storefront. They tap the image, Amazon Lens surfaces similar options, and they add their favourite to their cart and buy. 

"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, Vice President, Prime Video Shopping. "With this expansion, we are making it easier than ever for Prime Video customers to shop what they see on screen.” 

Adrian Pennington recently investigated why brands have come to the fore as content collaborators in an increasingly lucrative and creatively fertile strand of the media business. Discover more here.