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 eyewear from brands available on Amazon Fashion, including Maui Jim, Persol, Oakley and Costa Del Mar.
Users will be able to access eyewear 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 to 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 underlines the trivialization of augmented reality and virtual reality. Snap has been investing in the AR Lens platform for years. Last month, the company said on 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 having a major impact at scale today as Snapchatters use our services to shop, play, learn, explore and be entertained,” CEO Evan Spiegel said during the talk. earnings conference call. “This quarter, we announced several valuable new partnerships, innovative augmented reality experiences, and new augmented reality features and capabilities in Lens Studio.”
Augmented reality is already an important tool for Amazon as well.
“Millions of customers routinely use Amazon’s AR shopping technology across all categories of our stores, with virtual eyewear try-ons being a long-time customer favorite,” said Muge Erdirik Dogan, President of Amazon. ‘Amazon Fashion, in a statement. “We’re 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) Shopping Lenses beyond eyewear in the future.