Tech giant Amazon is deploying innovative augmented reality tech to enable users of the social media app Snapchat to virtually try on eyewear from various well-known brands, including Maui Jim, Persol, Oakley, Ray-Ban, Costa Del Mar, and others. These brands include sunglasses, reading glasses, and seasonal eyewear.
Amazon is not a newcomer to augmented reality shopping, but a partnership with Snap gives it access to a younger and more technologically savvy audience. Similarly, Snap has also made significant investments in augmented reality shopping this year, including updates that give brands and retailers access to better analytics, the ability to easily create new shopping lenses, and to change product information and pricing in real time.
The partnership would result in new shopping lenses being made available across categories, including sunglasses and reading glasses, to Snapchat’s over 360 million daily active users.
MAC Cosmetics, Ulta Beauty, American Eagle, Puma, Chanel, Walmart, LVMH, eyewear brands Goodr and Zenni Optical, and Disguise are just a few of the other brands Snap has partnered with. The company added that over the past year, its 250 million app users had used its AR shopping lenses more than 5 billion times.
Brands can quickly create AR shopping Lenses using Snap’s self-service platform’s Lens Web Builder. Snap revealed in April that it would start granting retailers access to a new AR image-processing technology in its 3D asset manager that facilitates the quicker and easier creation of AR shopping experiences.
Stock photos are converted into AR assets using AI and the brand’s photography, Snap explained at the time. Therefore, Snap claimed that any changes in the price or availability of an Amazon product would be automatically updated in real-time.
Users of Snapchat can find the Lenses on the @amazonfashion profile and access the feature through Lens Explorer, the Dress-up tab with the augmented reality shopping experience, and the Snap Camera Lens carousel. Users who find a pair of eyeglasses they like can click a link at the bottom of the screen to buy them. It points them toward the Amazon app on their phone for checkout.
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