Amazon is raising the stakes of showrooming for retailers once again, folding its “Flow” technology, previously found in a standalone app released by its subsidiary, A9, into its main shopping app for iOS. “Flow” is visual product search, allowing users to photograph an object and see details about it on Amazon, which is even simpler than the previous norm of barcode recognition. Amazon’s competitive pricing is its main advantage in comparison to retailers, and by more effectively using other retailers as showrooms for the products it sells, it has the potential to further extend its dominance in more consumer categories.