Amazon adds virtual shoe try-on option to its shopping app

Looking for new summer kicks? Amazon announced today(Opens in a new window) an augmented reality try-on feature for mobile shoe shopping.

It is currently available in the iOS Amazon Shopping app(Opens in a new window) (Android is coming), and includes sneaker brands New Balance, Adidas, Reebok, Puma, Superga, Lacoste, Asics and Saucony.

When customers go to the product page for AR-compatible shoes, they’ll see a “Virtual Try-On” button. The app then says “point to your feet”. Once it detects a shoe-hungry foot through the phone’s camera, it saves an animated image of the product rotating as your foot moves.

In-app virtual try-on button, amazon, AR

Time and data will tell if the feature hits its mark, likely to make customers more likely to buy, reduce returns, and increase shoppers’ trust and affinity for Amazon’s fashion brands.

As of March 2021, Amazon was the largest online clothing retailer, leading retailers such as Target and Walmart, MarketWatch(Opens in a new window) reported. The Amazon Fashion team, led by Vice President Muge Erdirik Dogan, produces both original clothing (ie the March announcement of Amazon Aware, its own sustainable products brand) and sells clothing from other brands. In recent years it has become a breeding ground for experiments.

This isn’t Amazon’s first foray into AR apps. The Made-For-You program uses it to scan customers’ bodies for custom measurements, generate a clothing blueprint, and then show the customer what it will look like with virtual pass before being produced.

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A few years ago, it also launched AR View, a feature that lets you see what different items will look like in your home before you buy them.

Amazon’s rivals are also joining the AR action. Walmart launched(Opens in a new window) virtual fitting room tech in March, around the same time Snap came out(Opens in a new window) AR tools that companies can add to their apps. While in-store shopping has seen a post-pandemic revival — even Amazon recently opened a clothing store in California — retailers are still betting that people will want to shop around from the comfort of their couch, too.

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