“Amazon is rolling out its own take on the concept and calling them “SmileCodes.” If you’ve scanned a QR code before, the idea will seem similar: see a code in, say, a magazine, open a scanner (built into the Amazon app), line up your camera with the code, and… something happens. What that something will be will vary from code to code, but they can open product pages, play videos (movie trailers, product reviews, etc.), etc.”