Amazon AR App: Scan Boxes with QR Codes for Augmented Reality

Amazon has introduced a new augmented reality application that utilizes QR codes found on the company's shipping boxes to deliver “interactive, shareable” AR experiences. Officially named “Amazon Augmented Reality,” the retailer positions the app as an enjoyable method for repurposing Amazon packaging before it’s recycled.

As demonstrated in screenshots within the App Store, each Amazon box will unlock a distinct set of activities within the AR environment. For instance, one image depicts an individual drawing a face on a pre-printed white pumpkin, transforming it into a jack-o-lantern. Scanning the QR code then brings the pumpkin to life as an augmented reality object. Another screenshot showcases an AR pumpkin accompanied by bat wings superimposed over a picture of a dog. A further example shows the Amazon box itself converting into a small, blue AR vehicle upon QR code scanning.

The accompanying App Store video reveals additional animated characters, including the iconic Amazon smile logo and a playful AR corgi dog that appears when a QR code is scanned.

The company clarifies in the app description that iPhones equipped with TrueDepth technology can leverage the device’s camera to track facial movements, enabling features such as a “selfie” mode.

This application, which became available a few days ago on both the iOS App Store and Google Play, offers no functionality without being used in conjunction with an Amazon box featuring the new QR codes. (However, the experience can be tested here if a suitable box is unavailable.)

Currently, the app primarily centers around the pumpkin AR experience. After designing and scanning your pumpkin into the AR world, you can further customize it by adding accessories like a hat or outfit, altering its illumination or color, and more. The camera can also be switched to display the pumpkin alongside your selfie image, with the pumpkin’s movements mirroring your facial expressions. A photo of your creation can then be captured and shared on social media using the app’s Camera button.

The rollout of these new QR code-enabled boxes is just beginning, so receiving one may take some time. These boxes are also designed with reduced material usage, aligning with Amazon’s “Less Packaging, More Smiles” initiative.

Amazon has been exploring AR technology for a while, most recently with the introduction of an AR shopping feature allowing users of the Amazon app to visualize multiple furniture or décor items simultaneously within their rooms. Several years ago, a simpler AR shopping experience called AR View was launched within the Amazon iOS app, utilizing ARKit. The company also previously experimented with “shoppable stickers” that used AR to place product stickers in your environment, rather than realistic item representations.

With the latest AR View feature, Amazon has incorporated support for Apple’s newest ARKit version and likely sought to further investigate the potential of AR. This box-scanning AR app could serve as a means of gauging consumer interest in additional AR products. However, Amazon does not appear to be utilizing this app to gather extensive research data. The App Store description states that all information processed by the new technology within Amazon’s AR Player remains on the device and is not “stored, processed or shared by Amazon.”

The app is presently available for free download on both iOS and Android platforms.