The fashion arm of the leading global eCommerce company, Amazon Fashion, launched a new, AR-powered virtual try-on feature for selling shoes on its platform. The interactive experiences enable a customer to visualize how a pair of shoes will look on their feet from all angles to ensure that they can make an informed decision.
Shoppers using the iOS version of the Amazon app can straight away use the feature to try on thousands of sneaker styles from numerous brands, including New Balance, Adidas, Reebok, Puma, Superga, Lacoste, Asics, and Saucony. They need to click a ‘Virtual Try-on’ button on the product page to launch the experience. The customers can then point their smartphone camera at their feet to see how the shoes look.
“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.
The virtual try-on provides a new avenue for brands to showcase their products and create a more interactive experience to help customers easily switch between different styles and product variants by a particular brand.
The introduction of virtual try-on powered by augmented reality could hint at the onset of much broader adoption of the technology across the company. AR offers several long-term operational advantages, such as a reduction in returns. Return shipping accounts for a significant chunk of the logistics expenditure for any online retailer. Reducing the amounts of returns it has to process can save the company millions of dollars each year.
Moreover, with the development of smartphone cameras and LIDAR technology, the accuracy and usability of virtual try-on features are consistently getting better. As a result, the company could introduce the feature for other types of fashion products.
The feature is readily available for iOS users of the Amazon app in the US and Canada. The company plans soon to introduce it on the Android version of the app.
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