AMZN: Amazon (AMZN) expands its X-Ray feature to...

9:09 AM Amazon (AMZN) expands its X-Ray feature to movies on the Kindle Fire HD. Under a partnership with IMDb, X-Ray allows users to tap a character appearing on the screen to pull up a database of information on the actor or actress. The big picture: Though it's a relatively benign feature at the moment, if Amazon users become accustomed to interactive in-movie features a whole pot of advertising gold could be opened up down the road. Read comments

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