Snap and Amazon Fashion have partnered to bring Snapchatters new virtual try-on lenses and styles, in a move that will expand augmented reality (AR) capabilities for both brands and customers who favor mobile shopping.
The new try-on Lenses feature thousands of Amazon Fashion's virtual try-on eyewear products, inviting brands like Maui Jim, Person, Oakley, and Costa Del Mar to leverage their Amazon AR assets to highlight products in a more interactive way for Snapchat's 363 million daily active users.
Snapchatters will be able to try on, purchase and share their glasses directly on the platform.
Amazon and Snap have also established 3D asset standards that are intended to enable Amazon’s library of assets to be easily integrated with Snap’s AR try-on technology.
Assets and product information are able to be shared and updated in order to provide shoppers with up-to-date selection, product details, and availability, the companies say.
Ben Shwerin, senior vice president of partnerships at Snap Inc., said in a statement that both companies plan to expand beyond AR eyewear, and are excited to continue their “innovation together.”
The new shopping lenses will be available through Amazon Fashion's public profile on Snapchat, in Snap’s Lens Explorer across the For You and Dress Up tabs, as well as in the Snapchat Camera Lens Carousel.
Snapchatters can also browse additional products directly within the Amazon Fashion "store" tab on the company’s Snapchat profile, allowing customers to review thousands of products with the option to go directly to Amazon for purchase.