Snapchat’s parent company and Amazon Fashion have announced a team that will bring Snapchat users an AR-powered shopping experience on Amazon. AR-based shopping features have become increasingly popular lately, with many cosmetic brands already offering customers the chance to virtually try on lipsticks and other products before ordering. Earlier this year, Amazon also introduced an augmented reality feature called “Virtual Try-On for Shoes” that lets users visualize what a pair of shoes will look like on their feet. This feature is available for thousands of sneaker styles from many popular brands, including New Balance, Adidas, Reebok, Puma, Superga, Lacoste, Asics, and Saucony.
Snapchat already offers plenty of AR experiences, with Snapchat Lenses being among the first to bring advanced face-tracking technology to consumers. One of the notable AR experiences offered by the app is the ‘Restart a Heart’ AR lens, which promises to help users learn CPR via augmented reality. Just ahead of this Halloween, Snapchat also partnered with Disguise Costumes to help users try on various Halloween costumes in AR before buying. Overall, Snapchat is the undisputed leader among social media companies when it comes to rolling out fun AR features to its users, and its latest partnership with Amazon will only solidify its leadership position in this segment.
As part of Snap’s partnership with Amazon Fashion, glasses from various brands will be available for virtual try-on for Snapchat users. According to Snap’s press release, supported brands include Maui Jim, Persol, Oakley, and Costa Del Mar, among others. While Snap hasn’t specifically listed the eyewear categories that will be available for virtual try-ons, images and GIFs released by the company suggest it could include sunglasses and ski goggles.
Snapchat’s new AR lens
To try out AR Lenses, users will need to go to Amazon Fashion’s public profile on Snapchat and then access Snap’s Lens Explorer. Once there, users will be able to access the feature through the “For You” and “Skin” tabs. The feature will also be available in the Snapchat camera lens carousel. Once users like a product, they will be able to purchase it by seamlessly switching to the Amazon app.
The ability to virtually try on glasses before buying them is certainly a great idea and one that could become more common in the years to come. For now, however, it’s a novel idea, so it’ll be interesting to see how Snapchat users receive it. Anyway, now that the new feature is available on Snapchat, it will be interesting to see if rival platforms like TikTok will also offer something similar to their users in the near future.