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.
Key Takeaways & Evidence Grounding
- 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.
Connected Companies & Entities
5 Entities mappedDisney
Global entertainment owner spanning streaming, advertising, sports and franchises.
“Disney has experimented with shoppable TV, including in streaming ads on Disney+, Hulu, and ESPN....”
Peacock
Hybrid streaming platform monetised through subscriptions and advertising.
“Peacock in 2023 added a Must ShopTV feature that lets viewers buy products that appeared in its content....”
Amazon
Global commerce, cloud, advertising and subscription platform company.
“Amazon on Thursday announced a series of new features that will allow customers to discover products across thousands of Prime Video titles....”
YouTube
Video platform monetising audiences through ads, subscriptions and creator tools.
“YouTube has long offered creators a merch shelf to hawk their products and offers shoppable connected TV ads....”
Roku
Connected TV platform combining streaming, advertising and app distribution.
“Roku also offers a way to shop with its remote....”
Ontology Mapping & Concepts
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