The company's latest online home shopping feature allows customers to virtually decorate their own space, then directly shop the look, aiming to compete similar AR capabilities from Walmart and Target

Amazon has established itself as a powerful alternative to brick-and-mortar shopping, infiltrating all categories from grocery to furniture and home decor. A new AR-enabled tool, Amazon Showroom, takes the AR home design app concept and amplifies its profit, allowing customers to purchase the items directly from their virtual creations.

Amazon shoppers can use the tool to visualize an entire room of wares ahead of purchase, helping to lower risk of returns or exchanges. Available on both the app and website, Showroom lets consumers customize nearly every aspect of a virtual living room, from sofas and chairs to lamps and artwork. Customers can even adjust the walls and flooring to reflect their actual space. Every part of the room can be added to the shopper’s cart at any time.

In addition to furthering a more seamless shopper experience, Showroom gives Amazon the ability to prioritize furniture from its own private label brands, Rivet and Stone & Beam. These brands can be featured as frequently as Amazon wishes in the default rotation of pieces in the app. Although other major retailers—Walmart, Target, among others—have released similar AR tools, Amazon hopes to expand its home design category by capitalizing on an already massive online consumer base.

Amazon

Amazon has established itself as a powerful alternative to brick-and-mortar shopping, infiltrating all categories from grocery to furniture and home decor. A new AR-enabled tool, Amazon Showroom, takes the AR home design app concept and amplifies its profit, allowing customers to purchase the items directly from their virtual creations.

Amazon shoppers can use the tool to visualize an entire room of wares ahead of purchase, helping to lower risk of returns or exchanges. Available on both the app and website, Showroom lets consumers customize nearly every aspect of a virtual living room, from sofas and chairs to lamps and artwork. Customers can even adjust the walls and flooring to reflect their actual space. Every part of the room can be added to the shopper’s cart at any time.