Amazon launches Shop the Scene for Prime Video in the US

Amazon's US Press Center said on 10 September 2026 that Prime Video is adding a Shop tab inside X-Ray and a new Shop the Scene feature powered by Amazon Lens. Shop the Show, the existing second-screen catalog, expands from 1,300 titles to more than 8,000 in the US, covering Prime Originals, licensed favorites, and live sports.

This is a company product press release from Amazon. It is not a TechCrunch exclusive, and it is not a regulatory filing.

The new Shop tab sits next to Cast, Trivia, and Music in X-Ray. On supported US living-room devices, press up on the remote to open it, then finish the purchase on the phone when the living-room device and the Amazon Shopping app share the same Amazon account. A QR code and a "Shop the Show" search still reach the same storefront.

Shop the Scene is live today on the Amazon Shopping app for iOS and Android in the US across more than 600 titles. Open the app while streaming, the feed syncs to the title, and tapping a scene image surfaces similar outfits, home decor, and other items. Michelle Rothman, vice president of Prime Video shopping, said customers loved Shop the Show and that this expansion makes shopping what you see easier.

TechCrunch (Sarah Perez, 10 September 2026) notes that Lens matches are often similar, not exact. High-end brands and handmade costumes may not be in Amazon's catalog. The release itself describes "similar items" and products inspired by what is on screen. Shop the Scene is US Shopping app only in this launch.

Related product tape includes Apple's iPhone Duo foldable, Roblox Everywhere standalone apps, TikTok's $400 million DOJ COPPA settlement, and Meta AI's invasive kid prompts.

If you stream Prime Video in the US on the same account as the Shopping app, treat Shop the Scene as a US-only Lens catalog of lookalikes on more than 600 titles, and treat Shop the Show as the wider 8,000-title list, not as a guarantee that every costume or brand on screen is for sale.