Amazon is further integrating streaming video viewing with e-commerce shopping. On the 11th, the company announced the addition of new features such as “Shop”, “the”, and “Scene”. Users can now purchase clothing and products that appear on screen while watching dramas or movies, or choose similar styles.

Covering over 600 works

This feature is currently available in the United States and applies to over 600 Prime Video library titles. Amazon states that users will be hardly interrupted while watching, and they only need to check the related products within the Amazon Shopping app.

AI is responsible for matching products.

Amazon claims that this feature will use AI to identify clothing and items in the images, and then recommend similar or identical products. The company has also added a new “shop” tag to X-Ray. Users can turn on X-Ray via the remote control to browse related products and complete purchases on their mobile phones.

Streaming media platforms continue to seek ways to monetize

Amazon is not the first platform to attempt combining content with shopping. Netflix, Disney, and Peacock have all been exploring practices such as price increases, advertising subscriptions, and shoppable content over the past few years. Peacock launched a real-time shopping feature in 2023, and Disney also tested QR code shopping pages.

Additional information:Amazon also has been using virtual product insertion technology for a long time VPP, allowing advertisers to insert brand elements after the production of film and television content is completed.