Social media giant, Snapchat, has partnered with Amazon to develop a new AI-powered camera, which will allow users to recognise and shop products, directly from the app.

The feature – which is scheduled to launch soon – imitates Google Lens and Samsung’s Bixby Vision, with the primary difference being its existence within a social media app, and link to Amazon.

When a suitable item or product is recognised by Snapchat’s camera, a pop up to an Amazon purchase portal will immediately appear on screen.

Snapchat claims it began testing its ‘Visual Search’ function this week, with roll-out set to occur “slowly”.

The service is positioned as another revenue stream for the social media app, and is tipped to complement its new smart spectacles.

The news comes as rival social media giants (e.g. Facebook and Instagram) further expand their commercialisation strategy, deploying their own in-app e-commerce functionality.

As previously reported, Instagram recently deployed ‘shoppable stories’, alongside rumours it’s developing a stand-alone ‘Shopping’ app.