Amazon launches hashtag#Amazon Optics, offering corrective eyewear for shoppers in Germany 👓🇩🇪

Starting today, shoppers in Germany can browse through 1,000s of frames and customise their eyewear to their needs.

It’s a move that most retail experts won’t have had on their 2025 bingo card.

After years of slow to no new store launches, Amazon Retail is back in innovation mode.

First, Amazon launched its automobile offering back in 2024. Now, the online retailer is entering the corrective eyewear category.

The launch marks a significant shift towards a more category-specific innovation focus from Amazon.

While the online retailer typically leaves it to brands to develop and drive category trends, the new store allows shoppers a much better virtual store experience.

Users can select and customise their:

- Frame shape
- Frame colour
- Frame size
- Lens type
- Lens colour
- Lens thickness/coating
- And more!

The only feature I was missing was a virtual try-on feature, which Amazon already actively uses in Beauty categories.


---

What do you think? Does the Optics store position Amazon to compete more effectively in the corrective eyewear category?

Let me know in the comments!