The mobile experience uses augmented reality to help customers visualize how shoes would fit from different angles using the mobile camera. Is Amazon’s new feature, called Virtual Try-On for Shoes, works through the iOS app for thousands of models from the New Balance, Adidas, Reebok, Puma, Superga, Lacoste, Asics and Saucony brands. For now it is available to customers in the United States and Canada.

This function has the goal of helping brands better showcase their products while informing customers’ purchasing decisions. The launch follows the debut of another virtual try-on technology for sports jerseys last April, as part of an upgrade to its “Made for You” personalized clothing service. In that case, however, the technology was rendering the shirt into an avatar that represents the customer’s body, based on their actual measurements, and does not use AR.


How to use augmented reality?

To use this feature, customers will simply need to select a shoe, tap the “Virtual Try On” button on the product detail page, and point their mobile camera at their feet to see how they would fit. The technology gives customers the option to see what the shoe looks like from all angles and offers a carousel to exchange colors of the same style, without having to leave the experience. Lastly, users will also be able to take a photo of their virtual try-on session and share the image on social media by clicking the “Share” icon.

Amazon Fashion’s goal is to create innovative experiences that make shopping for fashion online easier and more enjoyable for customers. 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 hearing and learning from customer feedback as we continue to improve the experience and expand it to more brands and styles.


Muge Erdirik Dogan, President of Amazon Fashion.

Amazon has decided to embrace augmented reality technology for online clothing shopping, despite increased competition in this space. So expect that Virtual Try-On for Shoes benefit brands by allowing them to display their products in a new way that is easy and more interactive.

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