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: Amazons mobile app. Following a recent update, Amazon has added support for stickers withinits iOS appscamera feed the feature that allows you to search for products on its site by viewing real-world objectsthroughyour phones camera.

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

For example, Amazon integrated its virtual assistant Alexa into its appthis 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 itsEcho Look smart device,whose own companion app offers the same fashionadvice feature.

Stickers integration, however, makes less sense.

While meant as another means of encouragingproduct discovery, its not clear how Amazon intends this feature to be used.

Amazon, after all, is not a social app its a retailer. And the camera feature it offers is meant to bean alternative way of kicking off a product search, not a tool to take personal photos to share with friends. Today, in addition toscanning a barcode or typing in a search term, Amazons app can also identifyobjects through the camera, then suggest related products, similar to Pinterest and Googles visual search products.

To use Amazonsnew stickers, youll still launch the camera as usual by tapping the camera icon next to the search box on the Amazonapps home screen.

Youll then see a new Amazon Stickers button on the bottom left of the screen, next to the camera apps other features like Package X-Ray (scanning an Amazon packages barcode to see whats inside), uploading a photo, or viewing your search history.

The stickers themselves are organized into various categories, like Top Picks, Fun, Home, Pets, Womens, Gadgets, and more. There are also curated collections like Gold, Legos, Wood, Workspace, and others.

If these stickers or those categories look familiar, its because theyre being pulled from Amazons Interesting Finds online shop. Launched last year, Interesting Finds offers a curated product discovery experience on Amazon, similar to the shopping service from the startup Canopy. Advertised today via a homepage banner, Interesting Finds is sort of like Amazons Pinterest it gives you a way to browse the siteto find fun items you might like, follow collections, and save itemsto your favorites.

The stickers mirror the styles used by Interesting Finds, and link to the same recommended products.

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With the camera feed live, you can browse through the categories and tap to add stickers to the scene in front of you. Because theres no selfie camera support, you cant really virtually try on clothing with the feature, but you could perhaps use stickers to see how ahome dcorproductwould look in your room.

But the style of the stickers themselves with their cartoonish, white jagged edges doesnt make thisAR-like functionality all that practical in terms of visualizing your potential redecorations. (At least, not compared with more serious attemptsat AR for shopping likeWayfairs View in Room feature, for example.)

In addition, you can tap on the i (information) button on the stickers themselves to be taken to the product detail page.

You can also add multiple stickers to a single photo, resize them, delete them, then save the resulting image to your Camera Roll or share to social networks.

Chris Messina first spotted the stickers in the app yesterday, following the iOS update. But it appears that the feature was being trialedearlier this month,according to tweetsfrom what appears to be an Amazon test account.

Amazon has yet to respond to requests for comment about the launch.

Currently, were seeing Amazon Stickers on iOSonly, not Android.