Amazon Expands 'Shop the Show' on Prime Video to 1,300 Titles

Amazon has launched and expanded its 'Shop the Show' feature on Prime Video in the U.S., allowing viewers to shop for merchandise related to over 1,300 titles, including popular series, movies, and live sports, directly through the Amazon Shopping app on their mobile devices. The experience is designed as a second-screen feature, letting fans browse and purchase items like toys, apparel, and collectibles inspired by what they're currently watching, without interrupting the viewing experience. Unlike traditional shoppable TV, 'Shop the Show' operates through the app rather than on-screen prompts, aligning with the common behavior of viewers multi-tasking on mobile devices while watching TV. The feature covers a wide range of content, from Prime Video originals and licensed titles to live sporting events, and is available for up to 30 days after watching a show. Amazon developed this tool in response to customer demand for seamless access to on-screen products and has leveraged AI to connect relevant merchandise to specific shows. This initiative reflects a broader industry trend as streaming platforms seek new revenue streams beyond subscriptions and advertising.