Snapchat is testing a new visual search tool and is partnering with Amazon to launch it. The new feature will make it possible to take a picture of a product or barcode with the Snapchat camera, and then press and hold on the camera screen to launch an Amazon product page to learn more and make a purchase.
Why retail marketers should care
With this new Amazon partnership, Snapchat is giving Amazon retailers a whole new e-commerce channel without any work on their part. As long as Snapchat’s visual discovery tool can identify and find a product or bar code, a purchase can be made with a minimal number of clicks.
“Simply point your Snapchat camera at a physical product or barcode, and press and hold on the camera screen to get started,” writes Snapchat on its news blog.
Once the picture is taken, a user can hold down on the camera screen, and if the product or bar code can be identified, the app will display an Amazon card showing a related product page that can open in Amazon’s app or mobile site.
More on Snap’s e-commerce efforts
- Snapchat did not release any financial details around whether it will be taking a portion of the Amazon sales revenue generated by the app.
- It said the visual search tool attached to Amazon is being tested now, and that a roll out of the feature will be slow.
- Snapchat has launched a number of new e-commerce efforts this year, from Shoppable AR Lenses to new e-commerce options for Discover partners.
- Partnering with Amazon to launch this visual search feature further demonstrates Snapchat’s focus on e-commerce, and puts it in line to compete with Instagram and Pinterest — both of which are elbowing their way into the e-commerce ecosystem taking shape on social platforms.
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