Dive Brief:
- Following the opening of Amazon’s first apparel store in May, Amazon Fashion on Thursday launched a new mobile augmented reality tool called Virtual Try-On for Shoes, according to a press release shared with Retail Dive.
- Customers using the Amazon Shopping app can select the Virtual Try-On button on the product page for participating shoes, then use their camera to view the shoes on their feet. Users can also change the shoe colors without exiting the application.
- The feature is currently available for iOS users in the U.S. and Canada, and is offered on thousands of shoes from brands such as Puma, Reebok, Adidas, New Balance and more. The retailer plans to add more brands and styles going forward, and will soon expand the feature to Android users.
Dive Insight:
Amazon’s latest announcement is aimed at sneakerheads all across the U.S. and Canada who want to try before they buy — without leaving the comfort of their own home.
“Amazon Fashion’s goal is to create innovative experiences that make shopping for fashion online easier and more delightful for customers,” Muge Erdirik Dogan, president of Amazon Fashion, said in a statement. “We’re excited to introduce Virtual Try-On for Shoes, so customers can virtually try on thousands of styles from brands they know and love at their convenience, wherever they are.”
The news follows the opening of its first fashion store in May, called Amazon Style, which is located in Glendale, California. The store allows customers to scan QR codes to find information on sizes and colors via the Amazon Shopping app and send items to a fitting room.
The retailer joins a variety of other companies looking to AR capabilities to offer customers more flexibility. Social media platform Snapchat in April added new AR shopping tools, allowing brands to import their product catalogs to create AR shopping lenses for users to try on. Pinterest in January added an AR try-on function for users to view home decor in their spaces. Additionally, nail polish beauty brand Sally Hansen in February debuted AgileHand Technology with Perfect Corp., which lets shoppers try nail color options using augmented reality technology on their mobile devices.
In 2019, Nike used camera technology to help customers find the right size across its footwear assortment. The athletics brand released a mobile app feature where customers could scan their feet to be told what shoe size they need, building the groundwork for fit personalization in the future.
Over the past year, Amazon has pushed forward tech-driven services beyond its fashion category. In April, the company added its Amazon One technology to a small number of Whole Foods Market stores, allowing customers to pay using their palm prints. It also expanded its TV streaming tech integrations in May by introducing more interactive features for Thursday Night Football, such as a dynamic stat display and an X-ray feature.
