Amazon India is giving shoppers a virtual reality-based (VR) experience for Prime Day, allowing them to enjoy products in life-size, at 360-degree views and in real-life situations. Amazon Prime Day Experience Zones are available in-store at select malls for customers in Delhi NCR, Bengaluru, Chennai, Pune, Hyderabad and Kolkata from July 6 to July 16.

Through VR, Amazon will transport customers to the world of Prime Day, where they can inspect everything from the fit of a dress on a 360-degree hologram to the intricacies of jewelry and the inside of a fridge.

While in the virtual world, visitors also have the ability to walk through its streets and play games. Utilizing brick-and-mortar in this way allows Amazon to enhance customers’ immersive shopping experiences, with the goal of increasing online sales. 

Free and open to all visitors, the Experience Zones will be available for hundreds of new products launching on Prime Day. Amazon also partnered with brands such as Kate Spade, Nestle and Samsung LG, to launch over a thousand new products on Prime Day (July 15 and 16) available in India first to Prime members.

The company’s international efforts to build hype around Prime Day will extend to social, too. Those who visit the designated Experience Zones and take a selfie with the Prime Day wall as the backdrop have a chance to win prizes. Entrants must post the photo on social media with the hashtag #AmazonPrimeDay and #DiscoverTheJoyOfMore.