GoKawiilAmazon expands X-Ray with shoppable Prime Video features
Amazon announced new shopping tools for Prime Video, letting viewers browse products tied to shows through an upgraded X-Ray Shop tab and a 'shop the scene' feature powered by its Lens technology. Users can pause a title on Fire TV, open X-Ray, and jump into a synced product feed in the Amazon Shopping app.
GoKawiil's interpretation of the reporting above, not reported fact.
This builds on last year's little-used 'Shop the Show' feature by making product discovery far more visible and accessible during viewing. It also puts Amazon in more direct competition with YouTube, Peacock, Roku, and Disney, all of which are racing to turn streaming screens into shoppable storefronts and new ad-driven revenue streams.
- Amazon is integrating shopping directly into Prime Video's X-Ray feature via a new Shop tab.
- A 'shop the scene' tool using Amazon Lens lets viewers buy items spotted on screen.
- The move mirrors similar shoppable TV efforts from YouTube, Peacock, Roku, and Disney.
Amazon Fire TV Stick 4K Max — If Prime Video's new X-Ray shopping and "shop the scene" features sound fun, the Fire TV Stick 4K Max is the most direct way to get them on your TV. It plugs into any HDMI port and puts Prime Video, X-Ray extras and Alexa voice search a click away on the included remote.
See Amazon Fire TV Stick 4K Max on Amazon → Affiliate link — we may earn a commission on purchases, at no extra cost to you. Product picked by AI based on this article; it is not a tested recommendation.Source: techcrunch.com — Sarah Perez, 2026-09-10
Published there as: “Amazon makes it easier to buy what you see on Prime Video”
Read the original report → The summary and analysis above are GoKawiil's own, written from reporting by the source above. Facts and quotes belong to the original publisher.