AMAZON ADDS SHOPPING TO PRIME VIDEO'S X-RAY FEATURE

INDUSTRY DESK■ 1 MIN READ

SAT, SEP 12, 2026

■ AI-SUMMARIZED FROM 1 SOURCE ▸ TIMELINE

Amazon is integrating shopping capabilities directly into Prime Video's X-Ray feature, allowing viewers to purchase products related to shows they're watching. The company also launched Shop the Scene in its Shopping app powered by Amazon Lens.

The new Shop tab in Prime Video's X-Ray feature displays products related to the content you're viewing, enabling purchases without leaving the app. This builds on X-Ray's existing functionality, which already provides real-time information about actors, music, and trivia during playback. Amazon's Shopping app gains Shop the Scene, a feature leveraging Amazon Lens technology to identify items in videos and make them shoppable. Users can point their camera at scenes to discover and buy related products. Both features streamline the path from entertainment consumption to purchase, reducing friction in the shopping process. The initiatives reflect Amazon's broader strategy of embedding commerce into its media and entertainment services, capitalizing on captive audiences during viewing sessions. These tools are now available to select Prime Video and Shopping app users, with broader rollout expected in coming weeks.

■ SOURCES

► Techmeme

■ SUMMARY WRITTEN BY AI FROM THE LINKS ABOVE

■ MORE FROM THE BIG TECH DESK

P192INSTAGRAM LETS YOU ADD TAGGED PHOTOS TO PROFILE GRID

Instagram now allows users to move tagged posts directly to their main profile grid. The feature gives users more control over which photos appear on their public profiles.

5H AGO— Industry Desk

P189KIMMEL POSTS TALARICO INTERVIEW TO YOUTUBE OVER FCC THREATS

Jimmy Kimmel will air an interview with Democratic Texas Senate candidate James Talarico on YouTube instead of his ABC late-night show, citing threats from the Trump administration's FCC.

6H AGO— Industry Desk

P181META FACES CLASS ACTION OVER AI TRAINING DATA

Meta is being sued in a proposed class action lawsuit for allegedly harvesting Facebook and Instagram photos without consent to train its AI image-generation models and develop a facial recognition feature called NameTag.

7H AGO— AI Desk

P179SNAP ADDS EVENT PLANNING TO SNAPCHAT

Snap Inc. has launched new event-planning features within Snapchat, allowing users to organize gatherings, send invitations, and track responses without switching apps.

8H AGO— Industry Desk

◄ BACK TO NEWS

AMAZON ADDS SHOPPING TO PRIME VIDEO'S X-RAY FEATURE

■ MORE FROM THE BIG TECH DESK

■ SUBSCRIBE TO THE DAILY BRIEF