From Scene to Cart: Amazon’s New Streaming Feature

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Amazon introduces a new “Shoppable Pause” feature that lets viewers shop products featured in shows and movies—directly from the screen—without interrupting the viewing experience.

Amazon is turning Prime Video into a storefront. The company has launched a new feature called “Shoppable Pause”, which allows viewers to pause a scene and instantly shop products featured on screen—like clothing, furniture, or gadgets—without leaving the content.

When a user hits pause, a translucent overlay appears, displaying clickable product cards tied to the paused frame. These cards pull in real-time Amazon data, including pricing, reviews, Prime shipping info, and availability. With a few clicks of the remote, users can add items to their cart or wishlist.

The feature is powered by AI-generated contextual ad messaging, which analyzes the paused scene and dynamically generates relevant product suggestions. It’s part of Amazon’s broader push to make streaming ads “scene-aware” and non-disruptive—blending commerce into entertainment.

Shoppable Pause is currently available on select titles in the U.S. and is expected to expand globally later this year. It joins other interactive formats like carousel ads and brand trivia overlays, all aimed at turning Prime Video into a full-funnel commerce engine.

With over 200 million monthly ad-supported viewers, Amazon is betting that the future of streaming isn’t just about what you watch—it’s about what you buy while watching.