This week Snapchat and Amazon announced a new partnership. Now any object Snapchat users scan while in the app will bring up a card that lets users link to and make a purchase on Amazon. The partnership brings together the world’s biggest e-commerce player with a messaging app owned by a company that first-and-foremost positions itself as being all about the camera.

With Alexa, Google Home and Apple’s HomePod dominating the conversation, one might think voice search is the next big thing. In reality, the next thing that will upend text-based search is visual, not voice.