Amazon Adds Virtual Shoe Trial Option to Its Shopping App

Looking for new summer kicks? Amazon announced today(Opens in a new window) an augmented reality testing feature for mobile shoe shopping.

It is currently available on the Amazon Shopping iOS app(Opens in a new window) (Android to be released), and includes sneaker brands New Balance, Adidas, Reebok, Puma, Superga, Lacoste, Asics and Saucony.

When customers land on the product page for AR-enabled shoes, they will see a button for “Virtual Experience”. The app then says “point to your feet”. Once it detects a shoe-hungry foot through the phone’s camera, it places an animated image of the product that rotates as your foot moves.

Virtual test button in app, amazon, AR

Time and data will tell if the feature achieves its goal, which is presumably to increase the likelihood that customers will buy, decrease returns, and increase shoppers’ trust and affinity for Amazon’s fashion brands.

As of March 2021, Amazon was the top online clothing seller, surpassing retailers like Target and Walmart, MarketWatch(Opens in a new window) reported. The Amazon Fashion team, led by Vice President Muge Erdirik Dogan, manufactures original clothing (i.e. the March announcement of Amazon Aware, an in-house sustainable products brand) and sells clothing from other brands. In recent years, it has been fertile ground for experimentation.

This isn’t Amazon’s first foray into AR apps. Its Made-For-You program uses it to scan clients’ bodies for custom measurements, generate a garment model, and then show the client what a virtual fitting will look like before manufacturing it.

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A few years ago, it also launched AR View, a feature that lets you see how different items will look in your home before you buy them.

Amazon’s rivals are also getting in on the AR action. Walmart launch(Opens in a new window) virtual fitting room technology in March, around the same time that Snap launched(Opens in a new window) AR tools companies can add to their applications. While in-store shopping has seen a post-pandemic recovery — even Amazon recently opened a clothing-focused store in California — retailers are still betting that people will want to browse from the comfort of their own homes, too.

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