Amazon always seemed uniquely positioned to do product-placement type ads for any show. They have demonstrated the basics with their “x-ray” overlays for shows and it’s not a big leap for them to use it as gateway for the online store. It currently displays information on actors in the specific scenes on screen.
Link to albums featured in the scene? Fashion? Small appliances shown in the protagonist’s kitchen?
(To be clear, I hate this. But it seems inevitable)