Binge watching and binge shopping come together: Amazon lets Prime viewers buy what characters wear and use, or the next closest thing

Amazon has launched a new feature called "Shop the Scene" for its Prime Video users, allowing them to buy items featured in the shows they are watching. The AI-powered feature enables viewers to instantly purchase the same outfit or a similar one from Amazon using their phones, with minimal disruption to their viewing experience.

The feature is now available on over 600 Prime Video titles in the U.S., expanding from 1,300 titles last year. Additionally, the company is introducing a "shop" tab in X-Ray, which provides users with an easy way to browse and purchase products related to what they are watching. This move is part of Amazon's strategy to monetize the content that viewers engage with, following the lead of other streaming giants like Netflix, Disney, and Peacock.