Augmented and virtual reality are still in their infancy when it comes to non-gaming applications, but a new source is hinting that Amazon may be ready to change all that.
We already know that Amazon is keen to integrate VR and AR technology into home appliances and furniture.
The report claims that VR and AR are being considered as potential features of an Amazon home store chain.
It seems that Amazon is determined to take on the physical world, which it has systematically avoided for so many years.
Part of the strategy for appliances and furniture, according to the report, will use AR and VR technology to help consumers make their decisions about which products would fit in their homes.
Virtual spaces are already available in Lowe's stores in the US, using what the company calls "Holoroom How To" set-ups. The display uses an HTC Vive to show customers how to use products to improve their homes.
Lowe's is also very ahead with AR, as it recently introduced an app that uses AR to help navigate its stores.
Have these innovations dramatically changed the Lowe's customer experience or the retail experience? It's early days for the two technology platforms, but it puts the retail chain in a good position to compete with anything new Amazon releases.
And that's important, because if Amazon moves into the home VR device and furniture market, Lowe's will face its biggest battle yet.
