• Amazon's Prime Video is launching a new interactive shopping feature that will allow viewers to purchase products featured in ads during pauses in the video content. This new feature aims to provide a seamless shopping experience for viewers, blending entertainment and e-commerce.

• The interactive shopping ads will display relevant products on the screen, and viewers can click on them to learn more or make a purchase without interrupting the video. This feature is designed to enhance the viewing experience and provide a convenient way for viewers to discover and purchase products they're interested in.

• The launch of this feature on Prime Video aligns with Amazon's broader strategy to integrate shopping capabilities across its various platforms, including its e-commerce website and other media services. This move is seen as a way to drive more sales and revenue for Amazon by leveraging the attention of its Prime Video audience.