Online giant now owns a 3D body scanning startup

Amazon’s newest acquisition could give a boost to the company’s fashion category — including its growing private-label apparel business.



The online giant has acquired Body Labs, a 3D scanning platform that uses artificial intelligence, computer vision, and body modeling to accurately create an avatar-like image of a customer’s dimensions. The 3D platform provider announced the news on its website.



While Body Labs declined to share details about the transaction, the deal is anticipated to be between $50 million and $70 million, according to TechCrunch, which initially broke the story.



The digital platform captures 3D body motions and shapes, and models can be applied to numerous industries, including gaming and apparel, according to Body Labs’ website. This is a natural fit for Amazon, as it could streamline how online shoppers virtually try on clothes prior to making a purchase, as well as reduce merchandise returns.



For example, Amazon continues to roll out new private label lines across men’s, women’s and children’s apparel, men’s and women’s shoes, lingerie and underwear categories. The company also operates its “try before you buy” Prime Wardrobe service — a subscription-based program that enables Prime members to order (and try on) from three to 15 items of clothing before they actually buy any of the items.



By integrating 3D modeling across both categories, more accurate fittings supported by Body Labs could reduce the rate of returned merchandise — as well as operating costs associated with excess returns, according to TechCrunch.