Amazon is introducing new shopping features that will allow viewers to discover and purchase products connected to the movies, television programmes and other content they watch on Prime Video. 

The company is expanding its X Ray experience with a new shopping section that will provide product recommendations linked to scenes and titles.

Viewers using compatible Fire TV devices will be able to open X Ray and access products related to the content they are watching. 

Customers can then use the Amazon Shopping application to browse products associated with a particular programme or movie. 

The company is also improving its existing Shop the Show feature, which allows users to find products connected to entertainment content.

Another new feature, called Shop the Scene, uses Amazon’s visual search technology to identify products or styles appearing in a particular scene. 

The system may not always locate the exact clothing, furniture or other items shown on screen, particularly when they come from luxury brands or independent creators, but it can suggest similar products available through Amazon.

Shop the Scene is available on iOS and Android in the United States and currently supports more than 600 titles. 

Amazon is also expanding Shop the Show from about 1,300 titles to more than 8,000, including Prime Originals, selected licensed programmes and live sports.

The move reflects a wider trend among streaming and entertainment companies toward integrating shopping directly into the viewing experience. 

Amazon is seeking to turn entertainment content into another channel for product discovery and sales, allowing viewers to move from watching a programme to shopping for products connected to what they see without significantly interrupting their viewing experience.