Observed Signal · Sep 10, 2026 · Product Launch · Source: techcrunch · Impact: 4/5 · Sentiment: Positive
Commerce & Retail Media Market: Amazon Expands Shoppable TV with X-Ray and Lens
Amazon announced new shopping features for Prime Video on Thursday, allowing viewers to discover and purchase products seen in movies and shows. A new 'Shop the Scene' feature uses Amazon's visual search technology, Lens, to identify items from scenes and direct users to the Amazon Shopping app. Additionally, the 'Shop the Show' experience is expanding from 1,300 to over 8,000 titles in the U.S. These integrations aim to make commerce more seamless in the streaming experience, joining similar efforts by YouTube, Peacock, Roku, and Disney.
Expansion of shoppable TV capabilities by Amazon, a major platform, signals growing trend in converged commerce and streaming, impacting AdTech and retail media.
Wichtigste Kernpunkte & Evidenz
- Amazon launched 'Shop the Scene' using Lens technology to identify products in video scenes.
- The feature is live on iOS and Android in the U.S. and works with over 600 titles.
- 'Shop the Show' expands to more than 8,000 titles, up from 1,300, in the U.S.
- The new X-Ray Shopping tab shows products related to content when paused.
- The Amazon Shopping app syncs with the playing content to show a product feed.
- The announcement follows last year's launch of 'Shop the Show' via the mobile app.
Verknüpfte Unternehmen
5 verknüpfte UnternehmenDisney
Globaler Entertainment-Konzern, der Streaming, Advertising, Sport und Franchise-Marken auf einer Plattform vereint.
“Disney has experimented with shoppable TV, including in streaming ads on Disney+, Hulu, and ESPN....”
Peacock
Hybride Premium-Streaming-Plattform, die Reichweitenaggregation über abonnement- und werbebasierte Erlösströme sowie programmatische Premium-Inventar-Monetarisierung realisiert.
“Peacock in 2023 added a Must ShopTV feature that lets viewers buy products that appeared in its content....”
Amazon
Globale Commerce-, Cloud-, Advertising- und Abonnement-Plattform.
“Amazon on Thursday announced a series of new features that will allow customers to discover products across thousands of Prime Video titles....”
YouTube
Videoplattform, die Zielgruppen über Werbeanzeigen, Abonnements und Creator-Tools monetarisiert.
“YouTube has long offered creators a merch shelf to hawk their products and offers shoppable connected TV ads....”
Roku
Eine führende Connected-TV-Plattform, die Streaming, Digitalwerbung und App-Distribution nahtlos miteinander verbindet.
“Roku also offers a way to shop with its remote....”
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