Amazon makes it easier to buy what you see on Prime Video
Amazon makes it easier to buy what you see on Prime Video
亚马逊让用户在 Prime Video 上购买“所见即所得”变得更加容易
Amazon is going to make it easier to shop when you’re watching TV. The retail giant on Thursday announced a series of new features that will allow customers to discover products across thousands of Prime Video titles through integrations with its existing X-Ray experience, which today displays real-time actor bios, character names, soundtrack music, and more. 亚马逊将让用户在观看电视时购物变得更加轻松。这家零售巨头周四宣布了一系列新功能，通过与现有的 X-Ray 体验集成，允许客户在数千部 Prime Video 影片中发现商品。X-Ray 目前可以实时显示演员简介、角色名称、原声音乐等信息。
It will also introduce a new way to “shop the scene” using Amazon’s Lens technology, along with other updates. The changes follow last year’s launch of “Shop the Show,” a second-screen shopping experience available through the Amazon mobile shopping app. Instead of interrupting your viewing experience or displaying product information on-screen, this feature would take you to products tied to a given movie, show, or live sports event when you typed “shop the show” into the Amazon Search app. Arguably, that feature was easy to miss. These new features will make the product recommendations more prominent and easier to access. 亚马逊还将引入一种利用其 Lens 技术实现“场景购物”（shop the scene）的新方式，以及其他更新。这些变化是在去年推出“Shop the Show”之后进行的，这是一种通过亚马逊移动购物应用程序提供的第二屏幕购物体验。该功能不会打断观看体验或在屏幕上显示产品信息，而是当你向亚马逊搜索应用输入“shop the show”时，会将你引导至与特定电影、节目或体育赛事相关的商品页面。可以说，该功能此前很容易被忽略。而这些新功能将使产品推荐更加突出，也更容易访问。
Amazon joins a number of services that are working to integrate shopping suggestions into the viewing experience to create an additional revenue stream. YouTube has long offered creators a merch shelf to hawk their products and offers shoppable connected TV ads. Peacock in 2023 added a Must ShopTV feature that lets viewers buy products that appeared in its content. Roku also offers a way to shop with its remote. Disney has experimented with shoppable TV, including in streaming ads on Disney+, Hulu, and ESPN. 亚马逊加入了众多致力于将购物建议整合到观看体验中以创造额外收入流的服务行列。YouTube 长期以来一直为创作者提供商品货架以推销产品，并提供可购物的联网电视广告。Peacock 在 2023 年增加了“Must ShopTV”功能，让观众可以购买其内容中出现的商品。Roku 也提供了通过遥控器购物的方式。迪士尼也一直在尝试可购物电视，包括在 Disney+、Hulu 和 ESPN 的流媒体广告中进行实验。
To shop via Amazon’s X-Ray, you’d launch the X-Ray experience as usual by 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. 要通过亚马逊的 X-Ray 购物，你可以像往常一样通过按 Fire TV 遥控器的向上键来启动 X-Ray 体验。然后，你将能够访问新的“购物”（Shop）选项卡，其中会展示与你正在观看的内容相关的产品。若要进行购买，你需要打开亚马逊购物应用程序，它会自动识别正在播放的内容，并将你带入与当前时刻同步的商品信息流中，在那里你可以浏览自己喜欢的商品。
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. 除了 X-Ray 之外，第二屏幕体验也得到了改进。用户无需再输入“shop the show”搜索请求，只需在观看电影或节目时打开亚马逊购物应用程序，即可直接跳转到该影片的专属商店页面。
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. 用户随后可以点击图片，让亚马逊的视觉搜索技术 Amazon Lens 识别出受角色服装、家居装饰以及场景中出现的其他物品所启发的产品。这个名为“Shop the Scene”的功能并不总是能找到完全匹配的商品；因为角色穿的衣服往往是亚马逊或其卖家没有库存的，包括高端品牌服装或手工制作的戏服。但它至少可以作为一个起点，帮助你找到能打造出类似造型的产品。
The “Shop the Scene” technology is live today on iOS and Android in the U.S. and works with more 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. “Shop the Scene”技术现已在美国的 iOS 和 Android 设备上上线，适用于 600 多部影片。亚马逊应用中的“Shop the Show”功能在美国的覆盖范围也从 1,300 部影片扩展到了 8,000 多部。该零售商指出，这些内容包括 Prime 原创剧集、精选授权热门影片以及体育直播。