Amazon has launched a new feature in its e-commerce app for American users with an iPhone. Via the “Virtual Try-On” menu, people can try on shoes from various brands in augmented reality by shooting their feet with the phone’s camera. New Balance, Adidas and Reebok are some partners of the initiative. Although the feature is currently only available for iOS, Amazon has confirmed the upcoming arrival on Android as well.
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In 2017, the online commerce giant had launched something similar, with the possibility of exploiting augmented reality to preview how a piece of furniture looks in the surrounding environment, an option also introduced by other companies via app, such as Ikea. . After selecting a shoe, customers can tap the test button below the product image and point their mobile device’s camera at the bottom to see the model being worn. Within the experience, it is possible to choose between various colors of the shoes but not the sizes: that is, the functionality does not help to decide the best size to buy, since it is the 3D model that adapts to the foot and not vice versa.
“Amazon Fashion’s goal is to create innovative experiences that make online fashion shopping easier and more enjoyable for customers,” said Muge Erdirik Dogan, president of Amazon Fashion. “We are thrilled to introduce Virtual Try-On for Shoes, which will allow people to try on thousands of shoe designs, wherever they are. We look forward to improving the service by receiving customer feedback.”