What: Third party sellers are given new tools to display their products on Amazon.

Why it is important: Marketplaces offerings are becoming increasingly sophisticated to attract the best providers possible.

Amazon is collaborating with Hexa to allow sellers to create 3D and augmented reality (AR) models of their products, enhancing the online shopping experience.

Hexa's technology also enables sellers to create high-definition marketing materials. Amazon has been experimenting with AR for several years, launching tools that allow customers to virtually visualize furniture in their homes and try on shoes and eyewear.

The move aligns with a growing trend among brands and retailers to integrate AR technology into their operations, responding to consumer demand for immersive shopping experiences.

Amazon gives sellers access to Hexa’s AR, 3D tech tools