Amazon has rolled out new shopping integrations across Prime Video that connect viewers directly to products they see on screen. The expansion includes access through X-Ray (Amazon's on-screen information tool), the shopping app, and a new feature called 'Shop the Scene' that uses Lens technology.

These integrations cover a wide range of content, including shows, movies, and live sports broadcasts. The move aims to make it simpler for Prime Video users to purchase items they notice while watching, bridging entertainment and e-commerce on the same platform.