As 2024 concludes, Amazon has made a transformative leap in the e-commerce landscape, unveiling groundbreaking innovations in 3D technology. These developments aim to revolutionize how consumers and sellers interact with online products, heralding a new era of immersive, personalized, and efficient shopping experiences.
During the Amazon Accelerate 2024 conference, industry leaders outlined how 3D commerce would redefine online retail.
Doug Herrington, CEO of Worldwide Amazon Stores, highlighted the company’s forward-thinking vision, stating:
“Amazon’s mission has always been to make commerce as easy as possible for sellers. With our advancements in 3D and AI, we’re not just creating tools; we’re shaping the future of how customers interact with products online.”
The 3D Dilemma: Understanding Leadership Hesitation in Fashion
Generative AI Fuels 3D Innovation
For years, 3D visualization has been a niche concept, limited by technological constraints and implementation costs. However, Amazon’s recent advancements, particularly the launch of the Amazon View Platform and the 3D Asset Creator Program, have brought 3D commerce to the forefront.
These tools address long-standing e-commerce challenges, including the inability to physically experience products. By using AI and augmented reality (AR), Amazon is now enabling shoppers to virtually interact with items, offering a tactile-like experience in the digital space.
Jatinder Kukreja, CEO of SuperDNA, emphasizes the transformative impact of Amazon’s 3D commerce innovations, stating:
“Today’s consumers prioritize clarity, confidence, and control. These tools transcend functionality—they are revolutionizing the way we experience and engage with products in the digital space.”
Key features of Amazon View include:
- AI-powered room recognition: Allows users to visualize furniture and decor in their spaces seamlessly.
- Multi-product visualization: Lets shoppers view how various items work together, simplifying decision-making.
During the Amazon Accelerate 2024 conference, Dr. Satyam Varma, Amazon’s Director of AI Development, elaborated on the transformative role of generative AI in e-commerce, saying:
“Generative AI is the backbone of tomorrow’s commerce, seamlessly bridging operational efficiency with personalized customer experiences. These advancements in 3D aren’t just about visuals—they’re about establishing trust and eliminating buyer hesitation.”
This statement highlights Amazon’s strategic integration of generative AI to enhance 3D commerce tools, making them more intuitive and impactful for both consumers and sellers.
What’s in It for Sellers
Amazon’s 3D innovations extend beyond consumers, offering significant advantages to sellers. Through the Amazon Service Provider Network (SPN), brands can now access certified 3D modeling experts and standardized workflows.
These tools simplify the creation and deployment of 3D assets, addressing the primary barrier to adoption: complexity.
At the conference, Marni Levine, VP of Selling Partner Services, highlighted:
“Our SPN program empowers sellers with access to specialized 3D content partners, ensuring they can meet today’s visual expectations without technical hurdles.”
SuperDNA 3D Lab, a key SPN partner, has been instrumental in creating high-quality 3D assets for e-commerce. Kukreja noted:
“For sellers, this is not just about showcasing products—it’s about creating an emotional connection with customers. With 3D commerce, even small brands can punch above their weight by delivering engaging and memorable shopping experiences.”
Transforming the Customer Experience
One of the most transformative aspects of 3D commerce is its ability to bridge the “touch-and-feel” gap, a perennial challenge for online shopping. Tools like Room Decorator and AR visualization enhance confidence by letting customers interact with products as they would in physical stores.
Sumit Dhawan, VP of Amazon Ads, emphasized the importance of aligning technology with customer behavior at the Amazon Accelerate 2024 conference, stating:
“Understanding customer intent is the cornerstone of driving conversions. Tools like 3D visuals and generative AI-powered customization deliver an unparalleled level of clarity and personalization, transforming the shopping experience.”
This insight underscores Amazon’s commitment to leveraging advanced technologies to anticipate and meet consumer needs, further bridging the gap between intention and action in e-commerce.
Additionally, the immersive nature of 3D commerce reduces returns—a significant pain point for e-commerce businesses. By accurately visualizing items, customers are less likely to face mismatches between expectations and reality.
Breaking Down Barriers to Entry
Another major benefit of Amazon’s 3D commerce tools is their accessibility. Smaller businesses, which often lack resources for advanced visual content, can now compete effectively. Amazon’s ecosystem ensures that 3D assets are created efficiently and deployed at scale, leveling the playing field.
Leonard Daly, Co-Chair of Khronos Viewer Certification, praised these developments:
“Certified 3D viewers open up possibilities for brands and retailers, allowing them to confidently adopt 3D assets without worrying about cross-platform inconsistencies.”
The Road Ahead: 2025 and Beyond
As Amazon expands its 3D offerings, the focus will shift toward scaling these tools across diverse product categories, with innovations such as virtual showrooms, real-time customization, and deeper integrations with generative AI. These advancements aim to deliver hyper-personalized shopping experiences, pushing the boundaries of online retail.
More than just technological leaps, Amazon’s investments in 3D commerce signal a cultural transformation—reshaping how brands and consumers interact. As 3D and AI tools become integral to the shopping experience, they will drive transparency, personalization, and trust.
The takeaway from Amazon Accelerate 2024 is clear: immersive, human-centric experiences define the future of e-commerce. For brands, the question is no longer if they should adopt 3D commerce but how to integrate it seamlessly to create lasting customer engagement.
As Jatinder Kukreja aptly concludes:
“This is not just a technological revolution—it’s a cultural one. The brands that embrace it will lead not just in sales but in shaping the future of how we experience commerce.”
Phil LaMartina is National Sales Director at SuperDNA 3D Lab.
More from AR Insider…
