June 29, 2009, 12:00 AM

Amazon adds another company to its growing mobile commerce portfolio

Amazon has acquired SnapTell Inc., a developer of visual product search technology for mobile devices, for an undisclosed sum. SnapTell will become a part of A9.com, Amazon’s search application development subsidiary.

 

Amazon.com has made another strategic move to enhance its mobile commerce business.

Amazon, No. 1 in the Internet Retailer Top 500 Guide, has acquired SnapTell Inc., a developer of visual product search technology for mobile devices, for an undisclosed sum. SnapTell will become a part of A9.com, Amazon’s search engine and personalization technology development subsidiary. “SnapTell’s solutions have been used to deliver reviews, prices and information for millions of visual search queries,” SnapTell says in its latest blog posting. “One of the most heard requests was how we could integrate better with Amazon’s shopping experience. We should be able to do so pretty well now.”

SnapTell developed Snap.Send, a mobile application that enables users with web-enabled handheld devices to take a picture of a product, submit the image online to a retailer and receive back product information, customer reviews, prices and links to stores and e-commerce sites that stock that item. Snap.Send also lets online retailers and marketers target mobile web shoppers with discounts, coupons and contests.

Amazon isn’t saying much publicly about its acquisition of SnapTell, but the deal will help Amazon develop more applications for a wider variety of web-enabled handheld devices, including iPhones. “The SnapTell solution has become one of the most downloaded iPhone applications,” SnapTell says in its posting. “We are even featured in an iPhone TV commercial.”

SnapTell is Amazon’s second mobile commerce technology acquisition in recent months. In April, Amazon acquired Lexcycle Inc., the developer of Stanza, a software program for downloading and purchasing digital books for PCs and mobile devices. The purchase price was not disclosed.

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