Dive Brief:

• Attribution, connectivity and image recognition are just a few of the challenges retail marketers say they’re facing in their work to make mobile shopping mainstream, according to marketers attending the June 19 Mobile Research Summit on Data & Insights.

• Marketers are finding daunting the task of bringing what they say is the need for a seamless customer experience to work on mobile. The Amazon Fire announcement is a bit of a wake-up call, some say.

• Image recognition, for example, is a major effort among several retailers and tech companies working on systems for retail, but none is ready to announce a workable image-recognition solution any time soon.

Dive Insight:

The Amazon Fire and its Firefly technology have taken retail marketers aback. While many in mobile marketing have been working on image recognition technologies — the major feature of Firefly — none is ready to announce a system that can work on scale, according to several marketers at the Mobile Research Summit in New York last week. It remains to be seen the impact on retail Fire may have in general and Firefly will have specifically, but marketers have apparently been put on alert.