Prime Video’s Shop the Show just got a major upgrade — and It’s Tempting
Amazon has upgraded its Shop the Show feature on Prime Video, and it’s now available directly in the U.S. Amazon app. This tool lets users browse and buy products tied to over 1,300 shows and movies, including fan favorites like The Boys and Fallout.
The concept is straightforward. If you’re watching a show and see something you like, maybe a character’s outfit, a prop, or themed merchandise, you can easily search “Shop the Show” in the Amazon app. You’ll find a curated list of related items you can buy instantly.
A New Way to Shop While Watching
This upgrade blends entertainment with shopping. It’s convenient for fans who want to own merch or recreate looks from their favorite series. For Amazon, it’s a smart way to connect its streaming platform with its massive online store.
But while the feature might be exciting for shoppers, it also raises concerns about the future of Prime Video content.
Could Shopping Hurt the Viewing Experience?
Some viewers worry this could lead to more aggressive product placement in shows. Since Amazon owns both the streaming service and the online store, it might be tempting to use its content to push more products.
We’ve already seen streaming platforms like Disney+ and YouTube increase ad interruptions. For example, Disney+ now runs ads before and during shows. And Prime Video sometimes places ads in awkward spots, even breaking scenes.
Now, Amazon is also testing virtual product placement, adding items into old shows digitally, even if they weren’t there before. This means content can be changed after release to include more products, which some fans feel disrupts the original storytelling.
Merging Commerce and Entertainment
Product placement is nothing new in entertainment. But usually, the people making the shows are separate from the brands selling products. That helps keep things in balance. With Amazon, though, the retailer and content creator are part of the same company. That makes the line between storytelling and sales much thinner.
On the bright side, there’s value in being able to easily find books behind a series like Bosch, or games tied to a show like Fallout. Fans enjoy deeper connections with the stories they love.
But there’s a difference between enhancing the viewer experience and turning every scene into a shopping ad. Amazon must find a balance so Prime Video doesn’t lose the heart of its storytelling.