Amazon's streaming service Prime Video is experimenting with becoming a shopping destination. The retailer today said it's unleashing a virtual shopping experience initially tied to one of its series, "Gen V," a young adult superhero series and a spin-off of the "The Boys." The company suggests it may offer similar experiences for other Prime Video series and films in the future.

The retailer calls this "Gen V" its "first experience" to go shopping on Prime Video. Here, users can drop by to visit the show's detail page where they can explore "Gen V'"s fictional Godolkin University through an immersive Virtual Campus Tour and Virtual Campus Store. The tour ends up at the student union and a campus store where viewers can buy Godolkin University merchandise and other dorm room products.

Among the other 360 experiences are an interactive campus map, information on the superhero statues in the quad, an "orientation" video at the student union, and locations like Vought-a-Burger, dorm rooms, and shortly, Dean Shetty's office.

As one navigates the campus store, s/he clicks on items to purchase which pops up a window to complete the transaction on Amazon.com by clicking the yellow "Buy Now" button.

This web browser-immersive virtual experience is only accessible for the time being, though, through a web browser.

The concept to tie in merch to original content series and films isn't unique - Netflix established its own merchandise arm to help it push products tied to popular shows such as "Stranger Things," and now runs its own online storefront at Netflix.shop with apparel, collectibles, toys and more from a range of shows and movies. For example, Hulu has already attempted to launch a shop with ugly holiday sweaters and merch in previous years. Last year, Disney+ connected its streaming service with an exclusive shop for its subscribers featuring brands like Star Wars, Marvel, Disney Animation Studios, and Pixar that could be shopped directly from the detail pages on the service.

It has an e-commerce giant but hasn't fully plunged itself into marketing its own Prime Video shows and films directly from Prime Video, while it enjoys having a number of popular originals with their fan bases. That may change as the retailer now hints that "Gen V" will be the first of further efforts in the merch space, noting the new virtual shop is a place where fans can buy merch from "popular Prime Video series and films," — not just Gen Z.

The new experience will extend the worlds of Prime Video titles creating convenient, culturally rich environments for customers to discover, learn, experience, and consume more of their favorite stories," Amazon said.

The new shop is now live in the U.S. and offers some 150 items to buy, all of which are shipped free via Prime. The merchandise itself comes from Sony Pictures Consumer Products, with licensee Ripple Junction, which launched a merchandise program ahead of Season 1 debuts. In addition to its "Gen V" merch, Amazon is also now selling officially licensed products from "The Boys" on its retail site.