EXCLUSIVE Q&A: Amazon makes Prime Video shoppable
Amazon is expanding its "Shop the Show" livestream shopping functionality to its Prime Video streaming service.
In a recent interview with Chain Store Age, Michelle Rothman, VP, shopping for Prime Video, explained Amazon’s decision to make its "Shop the Show" livestream shopping experience available to U.S. customers across more than 1,300 Prime Video titles.
Shop the Show allows viewers to simultaneously “watch and shop” their favorite shows, movies, or live sports events via a second-screen mobile experience which enables them to shop products related to the program they’re watching.
Prime Video viewers can now search "shop the show" in the Amazon shopping app without needing on-screen interruptions, prompts, and log-ins for titles such as "Barbie" and "Star Wars," as well as live sports such as National Women’s Soccer League and NASCAR.
What was the initial inspiration for Shop the Show?
The inspiration for Shop the Show came directly from our customers. We noticed a clear trend where viewers were actively seeking out products they saw on screen and recognized an opportunity to create a connection between watching and shopping.
For years, customers have had to manually search for items they spotted in their favorite shows, often taking screenshots or jotting down notes to remember what to look for later. Shop the Show eliminates that friction by creating an intuitive companion experience that enhances rather than interrupts the viewing experience.
Why did Amazon decide to expand its functionality?
The decision to expand Shop the Show's functionality came from seeing how enthusiastically customers embraced the initial concept. We're committed to making shopping faster, easier and more enjoyable. We're currently offering Shop the Show for over 1,300 titles in the U.S.
What are the benefits of Shop the Show for both Amazon and Prime members?
Shop the Show offers a deeper, more immersive connection with the content customers love. It transforms passive viewing into an interactive experience where fans can engage more fully with their favorite shows and movies by purchasing officially licensed merchandise or products inspired by what they're watching.
What makes our approach unique is that it's designed to be non-intrusive. There are no QR codes or on-screen interruptions – customers can simply access Shop the Show through the Amazon shopping app whenever they want, without disrupting their viewing experience. Shop the Show is for all customers – whether or not you have a Prime subscription.
Are there future plans for Shop the Show you can discuss?
While I can't share specific upcoming features, I can say that we're exploring ways to deepen the connection between content and commerce even further. Our long-term vision isn't just about one specific feature – it's about creating shopping experiences that feel natural, helpful, and even delightful within the entertainment context.
What's most exciting is seeing how Shop the Show is already changing how customers interact with content. It's creating new ways for fans to express their enthusiasm for their favorite shows and bring a piece of that experience into their daily lives.
[READ MORE: Amazon to co-develop shoppable content for its streaming TV channel]
