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.
About The Author
Amy Gesenhues is Third Door Media’s General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more of Amy’s articles.