Amazon has made a moved further into the augmented reality (AR) space as part of a strategy to appeal more to ‘sneaker heads’.
The company’s new feature ‘Virtual Try-On For Shoes’ will allow shoppers to visualise how a pair of new shoes will look on themselves from multiple angles using their mobile phone’s camera.
Amazon has said Try-On will help merchants and brands better showcase their products while helping customers make more informed purchasing decisions.
It follows the launch of its other virtual try-on tech for athletic shirts in April which was apart of the update to its “Made for You” custom clothing service.
Try-On for shoes will initially launch in the US and Canada on Amazon’s shopping app.
In order to use the feature, customers will need to tap on the new “Virtual Try-On” button below the product image on supported styles to get started.
The new virtual try on tool will to start with include brands such as New Balance, Adidas, Reebok, Puma, Saucony, Lacoste, Asics, and Superga.
Users simply need to point their phone’s camera at their feet before the AR shoes will appear. A carousel will enable shoppers to swap out colours or try different shoes without needing to restart the process.
Shoppers will also have the ability to take a photo of their virtual try-on experience by tapping the “Share” icon. This lets them save the photo to their device.
“Amazon Fashion’s goal is to create innovative experiences that make shopping for fashion online easier and more delightful for customers,” Amazon Fashion president Muge Erdirik Dogan said.
“We’re excited to introduce Virtual Try-On for Shoes, so customers can virtually try on thousands of styles from brands they know and love at their convenience, wherever they are.
We look forward to listening and learning from customer feedback as we continue to enhance the experience and expand to more brands and styles.”