Amazon is shipping its holiday toy catalogue to millions of customers starting this month.
"Amazon is excited to offer a new way for customers to shop for toys this holiday season," Amazon said in a statement.
The catalogue while some of the featured toys come with a QR code, allowing readers to scan and shop for more products. Readers can also scan the product images in the catalogue with their Amazon App to get more information and add them to their shopping cart.
The move is Amazon's latest in following the playbook of traditional brick-and-mortar retailers. The e-commerce giant started opening physical bookstores and convenience stores in recent years, while purchasing Whole Foods for $13.7 billion in 2017.
It's also part of Amazon's more aggressive effort to get more holiday shoppers onto its site.
On Monday, Amazon announced that it was getting rid of the $25 minimum purchase requirement for "hundreds of millions" of items during this holiday season.
The catalogues will also be available at Amazon Bookstores and 4-star locations, the company said.
You can see the full catalog here.