A9.com, a subsidiary of Amazon.com, has unveiled a new iPhone app by the name of Flow. This is an augmented reality app whereby customers point their iPhone toward a book, video game, CD, DVD or millions of other products with UPC barcodes.

Upon visual recognition of the product, the app, using continuous scan technology developed by A9.com, displays Amazon.com product information, including the ability to play multi-media content and read customer reviews. There is also the option to share options via Twitter, Facebook or email. "This is our first step towards integrating product search technology with augmented reality," says Bill Stasior, president at A9.com. "The integration of a live camera display, graphical overlays, and visual recognition technology creates a seamless experience for a customer looking to discover information about objects in their physical surroundings."

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