Amazon wants its customers to find the perfect sneaker fit — virtually.
The e-commerce giant is launching Virtual Try-On for Shoes, an interactive mobile offering that uses AR to help customers visualize how a pair of shoes will look on themselves from every angle, in an effort to better inform purchasing decisions. The launch comes as Amazon continues to slowly build its presence in the augmented reality (AR)-assisted shopping space.
Customers in the U.S. and Canada can use the new service via the Amazon iOS shopping app to visualize thousands of sneaker styles from select major brands. Once they select a shoe, customers can tap the “Virtual Try-On” button on the product detail page and point the camera on their mobile device at their feet to see how the shoes will look on.
Shoppers can then move their feet to see how the shoe looks from every angle and use the carousel to swap colors of the same style, without needing to exit the experience. Customers can also take a photo of their virtual try-on session and share the image with friends on social media by clicking the “Share” icon.
Amazon explores virtual try-on
Virtual Try-On for Shoes is not Amazon’s first foray into virtual try-on services. In December 2020, Amazon unveiled a new service, “Made for You,” that crosses the digital/real world divide with virtual body doubles, allowing customers to customize a T-shirt to their exact measurements.
Made For You provides a made-to-measure, custom t-shirt that is made to order for the individual customer. Shoppers can customize a T-shirt based on the fabric, color, length, fit, neckline and sleeve length.
To create the shirt via the Amazon mobile app, customers provide Amazon with their height, weight and two photos, all of which the company uses to create a “virtual body double.” (The photos are automatically deleted after the virtual body is created, according to Amazon.)
As they personalize their item, customers can see a preview of how it will look on their virtual body double. The preview changes in real-time so customers can see how different options would affect the look. Customers can also zoom in and out and drag to spin their virtual body double around for a 360-degree view.
And in June 2019, the e-tail giant launched a virtual cosmetic try-on experience. Customers can use their mobile phone camera to digitally try on different shades of lipstick in a live video of themselves, or on a selfie. Amazon leverages augmented reality technology from ModiFace, which runs on its Amazon Web Services platform.
“Amazon Fashion’s goal is to create innovative experiences that make shopping for fashion online easier and more delightful for customers,” said Muge Erdirik Dogan, president of Amazon Fashion. “We’re excited to introduce Virtual Try-On for Shoes, so customers can try on thousands of styles from brands they know and love at their convenience, wherever they are. We look forward to listening and learning from customer feedback as we continue to enhance the experience and expand to more brands and styles.