When Amazon announced its new augmented reality (AR) mobile app for iOS last week, it stressed visual issues and said it allowed shoppers "to make sure [a desired product] fits their style and aesthetic." But the much bigger news is that it also makes sure products fit in the space intended — and it doesn't need a depth-sensing phone to do that. Sorry, iPhone X.

From one perspective, there is little new here in this app; the ability to take potential purchases and superimpose them on real-world images has been around for years, with home improvement chains taking the lead. But what Amazon is claiming goes well beyond what others have done, and it does it in an environment (the Amazon app) where the shopper is already comfortable.

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