Snap has a notable new partner for its augmented reality-powered Virtual Try-On shopping experience. In today’s news, Amazon is giving his Snapchatters the ability to digitally try on eyewear styles from a variety of popular brands. Amazon Fashion’s new partnership with social app maker will allow brands like Maui Jim, Persol, Oakley, Ray-Ban and Costa Del Mar to virtually try on Snapchat’s 363 million daily active users, retailers increase. Say.
With this launch, a number of new shopping lenses will be available in categories such as sunglasses, reading glasses, and seasonal glasses.
The partnership is one of several that follow Snap’s investment in AR shopping. Snap has rolled out a number of upgrades this year to enhance its appeal to retailers and brands, including the ability to update product information and prices in real-time and provide better access. Among other things, it makes it easier to create AR shopping lenses. Other brands leveraging Snapchat’s AR shopping lens include MAC Cosmetics, Ulta Beauty, American Eagle, Puma, Chanel, Walmart, LVMH, eyewear brands Goodr and Zenni Optical, and most recently Halloween costume company Disguise. will be
According to Snap, 250 Snapchatters used AR shopping lenses more than 5 billion times last year.
To create Amazon’s AR shopping experience, Amazon used Snap’s self-service creation system in Lens Web Builder. This allowed us to create scalable AR assets using existing 3D models from Amazon. Snap says that if an Amazon product’s price fluctuates or an item goes out of stock, Lens will automatically update in real time.
Creating shopping lenses is an area where Snap has been working to improve its technology. Earlier this year, we updated the Lens Web Builder, which allows bands to create shopping lenses in minutes. In April of this year, Snap announced it would begin giving retailers access to its new AR imaging technology for 3D asset managers. This makes it easier and faster to build AR shopping experiences. The process involves using AI and brand-proprietary photography to transform standard photos into AR assets, he explained at the time, Snap said.
To access the new Amazon AR Shopping feature, Snapchatters can discover new Lenses through their @amazonfashion public profile in the Snapchat app, Snap’s Lens Explorer, a new “Dress Up” tab featuring AR shopping experiences, and Snap. I can do it. Camera lens carousel. When users find eyeglasses they like, they can purchase them by tapping the link at the bottom of the screen. This will take you to the Amazon app on your smartphone to checkout. I understand that Snap does not receive a commission on these sales.
Amazon also says Snapchatters will be able to browse thousands of eyewear products in Amazon Fashion’s “Store” tab on the company’s profile, but these aren’t AR-enabled.
The AR shopping experience started with eyewear, but the Amazon AR shopping experience on Snapchat will continue. We understand the broader plan is to start a partnership with eyewear, but we will be expanding into other categories in the coming months.
Snap has also hinted at this in an official statement.
“By combining innovation and technology from Snap and Amazon, we are bringing exciting and fun new try-on experiences to hundreds of millions of Snapchatters,” said Ben Schwerin, SVP of Partnerships at Snap, in the announcement. . “AR Eyewear is just the beginning of our partnership and we can’t wait to continue innovating together,” he added.
Amazon has also already invested in AR shopping experiences themselves, and sees Snap as an extension of those efforts.
Amazon Fashion President Muge Erdirik Dogan said: “We are excited to partner with Snapchat to further expand AR shopping for both fashion brands and today’s new generation of digital shoppers.”
The companies would not comment on the expected duration of the newly formed partnership.
This isn’t Amazon’s first foray into AR shopping.
Amazon recently announced its own expansion of AR shopping available to US and Canadian consumers on the Amazon iOS app, launching a new virtual shoe try-on experience in June 2022. With this feature, app users can purchase shoes from brands such as New Balance, Adidas, Reebok, Puma, Saucony, Lacoste, Asics, and Superga. Prior to this, Amazon had dabbled in AR shopping a bit, experimenting in areas like furniture shopping and silly things like AR stickers and his AR features for seasonal shipping boxes. rice field. However, it’s not clear if AR is leading to a significant increase in conversions through his Amazon’s own efforts. This may be one reason Amazon is now looking to external partners for AR shopping. This partner will appeal to a younger demographic that is tech-savvy and eager to browse and shop from social media apps.