Snap is stepping up its efforts to become a destination for ecommerce, and it’s got a powerful new partner to do so.

The ephemeral camera company announced today that it is partnering with Amazon to test a visual search feature that will surface links to products on the ecommerce giant’s website.

Users will be able to open up Snapchat, point the camera at a physical product or barcode, and press hold. The camera scans for logos, artwork, and other visual cues to surface matches for the product. If the camera recognizes the product, a card with a link to the item on Amazon, or a similar one, will appear. Snap didn’t say in the blog post announcing the new feature how many items its camera will be able to recognize.

The testing will begin with a small percentage U.S. Snapchat users, and Snap did not say when it expects to roll out the test to other countries. According to a Snapchat-commissioned study from 2017, U.S. Snapchat users are 20 percent more likely than non-Snapchat users to have made a purchase on mobile, though that’s not too surprising of a finding given that Snapchat’s audience has typically skewed younger than other social platforms.

The news comes just a week after Snap’s biggest competitor Instagram announced that it was creating a dedicated shopping channel on its Explore tab, and is rumored to be creating a standalone shopping app.

In April, Snap launched shoppable AR Lenses that directs users to click on a company’s website or install an app. Initial launch partners included Clairol, King, and Adidas.

By partnering with Amazon, a site that’s expected to capture nearly half of all U.S. ecommerce transactions this year, Snap is getting a huge leg up. Still, the success of the new feature will depend on how much friction users run into trying to get the camera to recognize an item.

VentureBeat

VentureBeat's mission is to be a digital town square for technical decision-makers to gain knowledge about transformative technology and transact. Our site delivers essential information on data technologies and strategies to guide you as you lead your organizations. We invite you to become a member of our community, to access:
  • up-to-date information on the subjects of interest to you
  • our newsletters
  • gated thought-leader content and discounted access to our prized events, such as Transform
  • networking features, and more
Become a member