Amazon, Snap and the promise of augmented reality shopping

Image: Snapchat

Amazon and Snap announced last week that they are teaming up to make it easier to try on glasses virtually. Using the Lenses augmented reality feature, Snapchat users will be able to “try on” thousands of glasses from brands available on Amazon Fashion, including Maui Jim, Persol, Oakley and Costa Del Mar.

Users will be able to access lenses through @amazonfashion’s public profile on Snapchat, Snap’s lens explorer through the For You and Dress Up tabs, and Snapchat’s camera lens carousel.

Snapchat users can also check out other products directly from Amazon Fashion’s “shop” tab on the @amazonfashion profile on Snapchat. From there, they can log into Amazon to purchase.

Fashion for mobile shopping

This partnership will help Amazon reach the growing number of customers who shop on their mobile devices. Last year, Amazon Fashion customers ordered more than a billion items on mobile devices, the company said. Snapchat, on the other hand, has 363 million daily active users.

The partnership also emphasizes the trivialization of augmented reality and virtual reality. Snap has invested in the AR Lens platform for years. Last month, the company said at its third-quarter earnings conference call that more than 250 million people use augmented reality on Snapchat every day.

“Our augmented reality products and services are already making a big impact at scale today, as Snapchatters use our services to shop, play, learn, explore and be entertained,” CEO Evan Spiegel said during the talk. “This quarter, we announced several valuable new partnerships, innovative augmented reality experiences, and new augmented reality features and capabilities in Lens Studio.”

virtual glasses

Augmented reality is already also an important tool for Amazon.

“Millions of customers routinely use Amazon’s AR shopping technology across all categories of our stores, where virtual glasses have been a longtime customer favorite,” said Muge Erdirik Dogan, president of Amazon. ‘Amazon Fashion, in a statement. “We are excited to partner with Snapchat and further develop AR shopping for both fashion brands and today’s new generation of digital shoppers.”

The companies plan to expand their virtual try-on (VTO) lenses beyond eyeglasses in the future.


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