Amazon is stepping into a new era of shopping experiences—one where products don’t just spin in a circle, they come to life. As of January 20, 2025, Amazon is officially retiring its 360° image feature, a tool that has been a hallmark of online shopping for over a decade. But before you mourn the loss of this familiar feature, it’s time to get excited about what’s coming next: 3D and Augmented Reality (AR) content.
While 360° images were once a cutting-edge way to showcase products, the future is much more immersive, interactive, and, dare we say, fun. With tools like View in 3D, View in Your Room, and Virtual Try-On, Amazon is taking a giant leap into creating product experiences that allow customers not just to look, but to interact with and even experience products in a virtual space.
Why 360° Images Are Becoming a Thing of the Past
Let’s face it, 360° images were cool… in 2015. The idea of rotating an image to see a product from every angle was a groundbreaking concept at the time, especially for e-commerce, where customers didn’t have the luxury of holding or physically examining an item. But as technology evolved, so did customer expectations.
Today’s shoppers want more than just a pretty spin—they want to feel like they can experience the product, not just view it. Tools like 3D models and AR bring an entirely new level of interaction, allowing shoppers to zoom in, pinch, rotate, and place virtual objects in their physical environment. The focus is shifting from just seeing to doing.
The Rise of Interactive 3D and AR Content
Amazon’s upcoming shift to 3D and AR content means that customers can finally move beyond static images and engage with products in ways that were previously reserved for high-end retail stores or experimental tech. These interactive features are set to redefine the shopping experience:
- View in 3D: Shoppers can now rotate, zoom, and examine products in three dimensions. This technology brings products to life on the screen, allowing customers to get a much more detailed and accurate sense of what they’re purchasing.
- View in Your Room: This feature allows users to place virtual furniture, decor, and other items into their real-world living spaces using their phone’s camera. This is a game-changer for home goods and furniture categories, giving customers the confidence that their new sofa or lamp will fit perfectly in their home before they commit to buying.
- Virtual Try-On: This feature is particularly exciting for fashion, beauty, and eyewear sellers. Virtual Try-On lets customers “try” products like clothes, shoes, glasses, or makeup using their device’s camera. It’s a highly effective way to remove the uncertainty and hesitation often associated with online shopping, especially in categories where fit and appearance are key factors.
How This Benefits Sellers
While this shift in technology may seem like a purely consumer-focused change, it’s also a massive opportunity for sellers—especially in the furniture, fashion, and home goods categories. By leveraging 3D and AR technology, you can offer your customers a richer, more immersive shopping experience that drives engagement, enhances trust, and ultimately boosts sales.
Here’s how sellers can benefit:
- Enhanced Engagement: Products that are interactive and immersive naturally grab more attention. When customers can see a product from every angle, try it on virtually, or place it in their own space, they are far more likely to engage with your listing for longer periods of time.
- Increased Trust: One of the major barriers to online shopping is the uncertainty about how a product will actually look or fit. With 3D and AR content, you’re giving your customers a clearer, more accurate representation of your product. This can significantly reduce the chance of returns and increase customer satisfaction.
- Competitive Edge: Many sellers haven’t yet adopted these technologies, so this is your opportunity to stand out. If you’re in a competitive market, offering 3D or AR-enhanced listings will set you apart and make your products more appealing to potential buyers.
- Building Emotional Connections: Allowing customers to interact with your products in a virtual space makes the shopping experience feel more personal and interactive. For example, when a customer can try on a pair of shoes or see how a piece of furniture fits in their home, they’re more likely to form an emotional connection with that product. This emotional connection can make all the difference in their purchase decision.
Why This Matters Now
If your product listings don’t already include 3D content or AR features, now is the time to act. With Amazon’s shift away from 360° images, sellers who adapt early to these newer, more immersive technologies will be well-positioned to lead in the evolving marketplace.
Consider categories like home, furniture, fashion, and beauty—these industries are particularly well-suited to the kind of interactive experiences that 3D and AR provide. A customer might want to virtually place a couch in their living room, try on a new jacket before making a purchase, or test out a pair of sunglasses with a few swipes. The more you can allow customers to interact with your products, the more likely they are to make a purchase.
For those who already have 3D and AR content, you’re ahead of the game! For those who don’t, this is your chance to get started and elevate your product listings. Consider working with 3D artists, AR platforms, or Amazon’s own tools to start creating content that will make your products stand out in a crowded marketplace.
Conclusion
While Amazon’s decision to retire the 360° image feature marks the end of an era, it also marks the beginning of an exciting new chapter in e-commerce. The move toward 3D and AR content is an exciting opportunity for both consumers and sellers, offering more immersive, interactive, and engaging shopping experiences. Whether you sell furniture, clothing, or gadgets, the future of online shopping is interactive, and now’s the time to embrace it.
So, why settle for a spin when you can zoom, pinch, and try on? The future is here—and it’s all about enhancing the way customers interact with your products.
