Snapchat parent company Snap has revealed it is testing a new way to search for products on Amazon using the camera on mobile phones.

The feature will be rolled-out slowly in the US to begin with, according to a statement, and enables users to point the Snapchat camera at a physical product or barcode, which takes them to an Amazon link if it is recognised.

“Tap your selection to visit the Amazon App - if you have it installed on your phone - or Amazon.com, where you can complete your purchase or keep browsing,” the company explained.

No further details were given and Amazon declined to comment any further on the move.

Patrick Munden, global head of retail at e-commerce platform provider Salmon, said this improves Amazon’s previously lacking social media commerce offering.

“For brands, retailers and marketplaces alike, understanding how to reach younger audiences can be daunting, so we can expect to see more of these types of partnerships between social media and ecommerce giants,” he commented.

“It will be interesting to see how the new features will be integrated into Snapchat’s app and its user experience. Whatever the case, it represents another opportunity for Amazon to capture another section of the consumer market and further grow its already substantial foothold.”

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