Amazon expands shoppable content across Prime Video with new discovery tools

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Amazon is rolling out broader shopping integrations within its Prime Video streaming platform. The expansion allows viewers to discover and purchase products linked to thousands of shows, movies, and live sports events. The initiative builds on X-Ray, Amazon's existing content information feature, alongside its main shopping app. A newly introduced 'Shop the Scene' tool, powered by Lens technology, lets users identify and buy items directly from what they see on screen. The move deepens Amazon's strategy of blending e-commerce with its streaming service.

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