Holiday shopping has just become easier and more fun with a new virtual holiday shop by Amazon.

Amazon has launched a Virtual Holiday Shop, an immersive 3D shopping experience that allows customers to browse over 300 curated gifts and holiday items, including toys, fashion, and tech from popular brands.

The virtual shop illustrates a festive, decorated shopping location with cheerful music and interactive elements. It helps shoppers discover unique items and easily add them to their carts. Available items may be filtered by product category, price, colour, etc.

The immersive holiday shopping virtual experience is powered by the Amazon Beyond AR platform. Through 3D technology and virtual reality, it enables customers to browse and interact with products as if they were in a physical store. For example, they can view items from every angle, interact with them, and even visualise how they would look in their own spaces.

In addition, all the items in the virtual store have clickable links so that you can effortlessly add them directly into your cart and check out as usual. The store selection will be continuously refreshed throughout the season.

To add more fun to the shopping experience, Amazon gamified it a little. Thus, gift conveyor belts and shimmering ornaments on the ceiling unlock some surprises in the shop.

New features like Amazon’s AI shopping assistant and visual search tools further personalise the holiday shopping experience in a new Virtual Holiday Shop.

AI-powered conversational shopping assistant, Rufus, helps customers find deals and tailored gifts as well as make informed purchase decisions.

Meanwhile, Amazon’s new AI Shopping Guides, available on the U.S. app (iOS and Android) and mobile website, assist users with product choices in over 100 categories. They streamline the shopping process by summarising essential product information and suggesting relevant options, helping customers quickly find the products that best meet their needs with educational content and customer insights.

Besides the virtual holiday showroom, one can check earlier created immersive stores from popular brands like Star Wars, Disney, Breville, and LEGO.