November 26, 2012, 3:13 PM

Amazon.com: Augmenting reality

Amazon uses advanced smartphone-based technology to sell via mobile.

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Amazon.com Inc. doesn’t stand pat, particularly when it comes to crafting innovative mobile apps. Take one dubbed Flow that ventures into the realm of augmented reality. The app enables a shopper to search for products and retrieve information without touching the screen. Instead, she points her smartphone at a product’s Universal Product Code, or UPC, bar code and the app recognizes the product and displays product information on the camera’s field of vision. From there the shopper can touch the product information box to open up a full screen product page that provides access to more detailed information, customer reviews, related products and more. She can share the product information via e-mail, Facebook and Twitter, and purchase the product by touching the Buy Now button.

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