TechCrunch recently reported that Amazon is testing its own QR code style. The matrix barcode variation has been dubbed SmileCodes, likely due to the distinctive smile-like curvature visible in the center of the code. This logo-like icon will distinguish Amazon QR codes from other brands.
For the past few weeks, Amazon has been trialling SmileCodes in Europe with Amazon Lockers and pop-up shops. The e-commerce company will start using the new QR code style in American magazines next month (Seventeen and Cosmopolitan). Greg Kumparak also theorizes the SmileCodes experiment will continue with Amazon boxes.
The consumer engagement tool is a way for brands to interact with mobile users. Usually seen in print ads, QR codes could be expanding in new ways.