Amazon has introduced a new augmented reality (AR) feature, dubbed AR View, to its iOS app for iPhone 6S devices and higher that use the recently released iOS 11, The Verge reports.
Customers are able to select AR View from the app’s camera-driven search, and can view certain products from categories like home décor and toys. Shoppers will be able to view the items in their homes virtually, and from different angles and distances to aid them in their purchase decision.
AR View helps Amazon keep pace with competitors that have introduced similar features. iOS 11’s ARKit has enabled a number of retailers to introduce AR tools like Amazon’s AR View. As a result, 20% of consumers already expect retailers to have such a feature, and 49% expect it by the end of March 2018.
AR View fulfills this requirement for Amazon, which is important since companies like Wayfair and Ikea already have AR tools through iOS 11, and they compete directly with Amazon for online furniture sales. Amazon likely wants to defend its furniture sales given that the home and kitchen categories accounted for 15% of its sales growth in 2016, and should benefit from consumers’ interest in AR products with this move.
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