Home » Technology » Amazon adds shoppable stickers to its iOS app

Using stickers to decorate your photos is a common feature found in social apps like Snapchat, Instagram, Facebook, Twitter, and others. But today, stickers have started showing up in a more surprising place: Amazon’s mobile app. Following a recent update, Amazon has added support for stickers within its iOS app’s camera feed – the feature that allows you to search for products on its site by viewing real-world objects through your phone’s camera.

This is an odd, but interesting move by the company, which has been upgrading its flagship mobile application to offer more than just traditional shopping in recent months.

For example, Amazon integrated its virtual assistant Alexa into its app this March, allowing consumers to play music while they shop, ask questions, check the news and weather, control their smart home, and more. It also launched “Outfit Compare” in its shopping app around the same time – ahead of the launch of its Echo Look smart device, whose own companion app offers the same “fashion advice” feature.

Stickers integration, however, makes less sense.

While meant as another means of encouraging product discovery, it’s not clear how Amazon intends this feature to be used.

Amazon, after all, is not a social app – it’s a retailer. And the camera feature it offers is meant to be an alternative way of kicking off a product search, not a tool to take personal photos to share with friends. Today, in addition to scanning a barcode or typing in a search term, Amazon’s app can also identify objects through the camera, then suggest related products, similar to Pinterest and Google’s visual search products.

To use Amazon’s new stickers, you’ll still launch the camera as usual by tapping the camera icon next to the search box on the Amazon app’s home screen.

You’ll then see a new “Amazon Stickers” button on the bottom left of the screen, next to the camera app’s other features like Package X-Ray…

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