Amazon Expands its Augmented Reality Lineup with Virtual Try-On Shoes

US and Canada iOS Users

Amazon (AMZN) has announced shoppers can now experience “Virtual Try-On Shoes,” which will allow them to see how footwear will look on their feet before clicking “buy”. Using their cell phone camera, customers can get a view into their potential new look from different angles. The VR feature does have its limits— it will not help consumers determine if the shoes fit.

The option is available to iOS users in North America on the Amazon app and will feature brands such as New Balance, Adidas (ADDDF), Reebok, and Puma (PMMAF).

How It Works

The tool invites shoppers to click a “virtual try-on” button on the sales page. Next the phone’s camera must be positioned above the feet and the virtual shoes will appear on screen. Consumers can check out how shoes of different colors might look simply by using a scroll feature.

The technology joins a suite of tools Amazon has rolled out to create a more interactive shopping experience. This is made possible through “augmented reality,” a bridge between the real world and virtual products.

VR Rollouts

To date, Amazon’s initiatives in this space have focused on helping shoppers get a sense for how its products can work for them. Both its AR View and Room Decorator options are meant to help customers visualize how products would look in their homes.

Pinterest (PINS), Google (GOOGL), and Snapchat (SNAP) allow consumers to give a range of products like makeup, apparel, and accessories a virtual try. Meanwhile, Amazon’s chief rival Walmart (WMT) recently rolled out its “Choose My Model” feature. It uses virtual models to show shoppers how clothes would fit people of different heights. As these companies expand their virtual offerings, shopping online could become less of a guessing game—at least visually.

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