Amazon has partnered with Snap, allowing users on Snap to digitally try on eyewear products in the app before purchasing through the e-commerce giant.

The new virtual try-on service uses augmented reality to provide the interactive experience for Snapchat users. Amazon and Snap plan to add different products to the new feature in the future.

The collaboration uses Amazon’s 3D Asset technology which is integrated with Snap’s Lenses.

Snapchat is best known for its AR ‘lenses’ on phones, which overlay art on selfies or change live images.

Last May, Snapchat branched out into the retail market with its Augmented Reality (AR) try-on experiences for fashion brands.

The company introduced API-enabled lenses, which will enable retailers to automatically feature real-time content in AR.

The companies said that the integration allows users to share product information and also provides them additional details about the eyewear, including availability.

Commenting on the new Muge Erdirik Dogan, president of Amazon Fashion, said: “Amazon Fashion is always looking for new ways to collaborate with brands and create fun, innovative shopping experiences for customers.”

He added: “Millions of customers regularly use Amazon’s AR shopping technology across categories in our stores, with Virtual Try-On for Eyewear being a long-time customer favourite. We are delighted to partner with Snapchat and further expand AR shopping for both fashion brands and today’s new generation of digital shoppers.”

The lenses will be available through Amazon Fashion’s public profile on Snapchat.

“With the combined innovation and technology between Snap and Amazon, we are unlocking exciting and fun new try-on experiences for hundreds of millions of Snapchatters,” said Ben Schwerin, senior vice president of partnerships at Snap. “AR eyewear is just the first step in our partnership, and we can't wait to continue our innovation together.”

The new partnership comes weeks after Amazon said it is anticipating a slowdown in growth for the upcoming holiday season, in a move which wiped nearly 20 per cent off the company’s value.

In October, the retail giant’s valuation dropped by over $200 billion – more than the entire value of companies such as The Walt Disney Company and Lockheed Martin – in after-hours trading. The company saw its lowest share price since the onset of the Covid-19 pandemic in March 2020.

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