Amazon makes it easier to buy what you see on Prime Video

To shop via Amazon’s X-Ray, you’d launch the X-Ray experience as usual by pausing the video and then pressing up on the Fire TV remote. You’ll then be able to visit the new Shop tab that will showcase products related to what you’re watching. To make a purchase, you would then open the Amazon Shopping app, which recognizes what’s playing and drops you into a feed synced to that moment, where you can browse the products you like.

The second-screen experience beyond X-Ray has been improved as well. Instead of requiring users to enter the “shop the show” search request, they can just open the Amazon Shopping app while watching a movie or show and be taken to that title’s storefront.

They can then tap the image to have Amazon’s visual search technology, Amazon Lens, identify other products inspired by the characters’ outfits, home decor, and other items appearing in the scene. This feature, called “Shop the Scene,” won’t always lead to an exact match; characters are often wearing clothing that Amazon or its sellers don’t stock, including pieces from high-end brands or handmade costumes. But it will at least be a jumping-off point for finding products that could help you achieve a similar look.

The “Shop the Scene” technology is live today on iOS and Android in the U.S. and works withmore than 600 titles.

The “Shop the Show” feature in Amazon’s app is expanding from 1,300 titles to more than 8,000 in the U.S. These include Prime Originals, select licensed favorites, and live sports, the retailer notes.