Amazon has rolled out Virtual Holiday Shop, a virtual shopping experience that uses immersive 3D technology, in time for the festive season.

The digital shop, powered by Amazon Beyond, showcases visuals and interactive content designed to help shoppers discover new products across fashion, home, kitchen appliances, electronics, and beauty.

The shop has a range of festive features including music, animations and a guided journey displaying more than 100 products including stocking stuffers, holiday decor, and premium products from a range of well-known brands including Beats x Kim Kardashian, Kate Spade, Bumble and Bumble, and Coach.

The digital experience also features a virtual toy shop offering a selection of toys, games and activities from a range of brands such as Lego, Play-Doh, and Disney.

Amazon said that the product range in the shop will be continuously refreshed during the season.

"With the Virtual Holiday Shop, we are excited to transport shoppers into a new immersive experience where they can browse over 300 of the most coveted gifts and toys of the season,” said Carmen Nestares Pleguezuelo, vice president of North America marketing & Prime tech.

Earlier this year, the retailer also rolled out Rufus, a genAI shopping assistant that uses the technology to facilitate customer review highlights and improved product recommendations and descriptions.

In October, Amazon announced five new features that aim to boost its product search capabilities for a faster and more precise shopping experience.

The updates include a ‘Visual Suggestions’ feature that shows customers descriptive image suggestions for items while they are searching for them, and a feature called ‘More Like This’, which allows customers to search for any product image in Amazon’s search results to find similar products and speed up their search.

---