Amazon wants its customers to virtually find the perfect shoe for them.
E-commerce giant launches Virtual Try-On for Shoes, an interactive mobile offering that uses AR to help customers visualize what a pair of shoes will look like from all angles, aiming 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 United States and Canada can use the new service through the Amazon iOS shopping app to view thousands of sneaker styles from select top brands. Once they’ve selected a shoe, customers can tap the “Virtual Try On” button on the product detail page and point their mobile device’s camera at their feet to see what the shoes will look like.
Shoppers can then move their feet to see what the shoe looks like from all angles and use the carousel to swap colors of the same style, without needing to leave the experience. Customers can also take a photo of their virtual practice session and share the image with your friends on social networks by clicking on the “Share” icon.
Amazon explores virtual trial
Virtual shoe try-on isn’t Amazon’s first foray into virtual try-on services. In December 2020, Amazon unveiled a new service, “Made for You”, which bridges the gap between the digital and real worlds with virtual body doubles, allowing customers to customize a t-shirt to their exact measurements.
Made For You provides a bespoke personalized t-shirt that is made to order for the individual customer. Buyers can customize t-shirt based on fabric, color, length, fit, neckline and sleeve length.
To create the shirt through 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.” (Photos are automatically deleted after the virtual body is created, according to Amazon.)
As they personalize their item, customers can preview 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 swipe to rotate their duplicate virtual body for a 360 degree view.
And in June 2019, the e-commerce giant spear 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 in 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 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, so customers can try on thousands of styles from brands they know and love at their convenience, wherever they are. We look forward to hearing and learn from customer feedback as we continue to improve the experience and expand to more brands and styles.