Snapchat Teams Up With Amazon On New Visual Search Tool

Teaming up with Amazon, the messaging app Snapchat has introduced a new visual search feature that will direct people to similar products on the e-commerce site.

Image: Amazon

Aiming to smooth on-the-go discovery, Snapchat and Amazon’s new visual search tool will allow for users to point their Snapchat camera at a product or barcode, and press and hold on the camera screen. When the item or barcode is recognized, Snapchat will offer a link to the product, or a similar product, available on Amazon.

The new feature is aimed at time and patience-poor ‘mission’ consumers who are increasingly responsive to brands that can help them get what they want – fast. This coupled with the rise in mobile engagement and advances in AI means that more and more brands are being spurred to rethink their search functions. Ninety-seven per cent of global consumers now conduct some form of visual research pre-purchase (eMarketer, 2017), with the current top five categories being beauty, fashion, home, art and food (Digiday, 2017).

Which is no surprise then the competition within visual search is heating up. The initiative follows a number of retailers who are adding third-party digital search assistants to their products. In March 2017 Pinterest launched Lens, an in-app technology that turns users’ smartphone cameras into real-time scanners. The advanced imaging and AI ‘understands’ the image to find similar-looking products and prompt a selection of shoppable Pins and also styling ideas. Target and British lifestyle brand Cath Kidston were two of the first brands to collaborate with Pinterest’s Lens technology in different ways.

With fierce competition from other social media platforms, Snapchat has been advancing its offers in quick succession in a bid to recapture its audience’s attention. Earlier in 2018, the app was used by Nike to offer exclusive access to a limited-edition sneaker.

Being that Snapchat’s Gen Viz audience is keen to initiate visual interactivity, merging the physical and digital worlds through social platforms –  it is a smart and ultimately timely move from the brand.