Amazon is changing the way viewers binge and shop all of Prime Video‘s hottest titles with its new “Shop the Show” experience. Starting today, the feature is getting a massive expansion with over 1,300 titles on the streaming platform now being integrated into the experience, so viewers can simultaneously browse for merch based on their favorite shows, movies, and even live sports events while watching on another device. This means you can pick up a Pip-Boy or Lucy’s vault jacket while watching Fallout or buy some Pop! figures or t-shirts based on The Boys, all from your phone with the Amazon Shopping app, so long as you’re logged into the same Amazon account. Utilizing technology designed with fan behavior in mind, the second-screen functionality is currently available to U.S. customers.
Shop the Show isn’t just limited to originals. Right now, the titles covered under the new expansion range from family favorites like PAW Patrol and Barbie to massive franchises like Star Wars and even classics like Cheers. The integration of live sports also covers National Women’s Soccer League and NASCAR events, and will also likely include the NFL when football season is back underway. How much merch each program has varies, but there’s something for just about every viewer in the retailer giant’s catalog. All viewers have to do is search “shop the show” in the app to access items based on what they’re watching at that moment, minimizing interruptions in trying to buy what they watch, whether it’s The Wheel of Time or The Summer I Turned Pretty.
The decision to add more integration between the buying and watching sides of Amazon‘s business model was inspired by a study from Russell Research that showed 94% of adults browsed, shopped, or made a purchase inspired by what they watched on television, and 89% even began searching the very same day they watched a show or movie. Moreover, 76% of respondents also expressed that they’d be more open to shopping for the shows they love if it were more convenient to access products based on what appeared on-screen. Originally, Shop the Show was only integrated with a few select programs, but the expansion came after Amazon received positive feedback on the experience. Michelle Rothman, Vice President of Shopping for Prime Video, touted the new feature as a big step forward for both the company and the customer, saying, “At Prime Video, we’re always looking for ways to invent, simplify, and enhance our customers’ experience. The magic of Shop the Show is its ability to allow customers to shop products related to what they’re watching without impacting their viewing experience.”
Shop the Show Is Amazon’s Latest Way to Capitalize on Prime Video’s Success
Streaming giants are always working to try and make the most of their platforms nowadays and squeeze out what they can in an expensive business. Amazon, in particular, has started to ramp up its efforts on capitalizing on Prime Video as much as possible. Just last year, the company joined the trend of bringing ads to the streaming platform unless viewers paid an extra premium to remove them. Shop the Show presents a real opportunity to unite the two sides of their business and capitalize on the amount of buzz surrounding everything from Reacher to The Lord of the Rings: The Rings of Power to bring more momentum to the retail end.
Shop the Show is now available for customers in the U.S. to try while they watch.
via Collider