Amazon unveils immersive holiday shopping experience

Amazon offers an immersive 3D holiday shopping environment.

Amazon is using proprietary 3D technology to offer a new “Virtual Holiday Shop” on its website.

The e-tail giant is leveraging its Amazon Beyond 3D immersive platform to provide 3D visual and interactive content within the virtual store environment that includes seasonal music, animations, and a guided shopping experience. With a few clicks, customers can browse items, add them directly to their online cart and then check out on the Amazon site as usual.

“We’re always innovating to enhance the shopping experience and empower customers to discover products in easy and fun ways,” said Carmen Nestares Pleguezuelo, VP of North America marketing & Prime tech at Amazon. “With the Virtual Holiday Shop, we are excited to transport shoppers into a new immersive experience where they can browse over 300 of the most coveted gifts and toys of the season.”

The Virtual Holiday Shop spotlights selections of Amazon’s top 100-plus gifts, stocking stuffers, holiday decor, and products including items from premium brands like Beats x Kim Kardashian, Kate Spade, Bumble and Bumble, and Coach. 

Assortment categories include fashion, home, kitchen appliances, electronics, and beauty. Interactive animations of a virtual “conveyor belt” of gifts and shimmering ornaments on the ceiling unlock further surprises in the shop.

The Amazon Virtual Holiday Shop environment also includes a dedicated Virtual Toy Shop that offers a selection of toys, games, and activity kits from brands such as Lego, Play-Doh and Disney, as well as from small businesses and trending products from the Amazon seasonal Holiday Kids Gift Book.