Amazon Fashion Launches AR Shopping for Footwear

Amazon Fashion is leveraging augmented reality (AR) with a new interactive mobile experience, ‘Virtual Shoe Try On’, that allows customers to visualize what a pair of shoes will look like on themselves.

The online retailer said the feature would be available to customers in the US and Canada, using Amazon’s shopping app on iOS, to virtually try on shoes from popular brands such as New Balance, Adidas, Reebok, Puma, Saucony , Lacoste, Asics and Superga.

Amazon claims that the AR shopping tool will help brands better showcase their products while also informing customers’ buying decisions. The experience is user-friendly, as customers simply tap the new “Virtual Try On” button below the product image and then point their mobile device’s camera at their feet to see what the shoes will look like. The feature will allow customers to move their feet to see what the shoes look like from all angles and use the carousel to easily change colors of the same style without leaving the experience.

Additionally, shoppers can also take a photo of their virtual try-on experience by tapping the “Share” icon, which saves the photo to their mobile device for posting on social media. Muge Erdirik Dogan, President of Amazon Fashion, said in a statement: “Amazon Fashion’s goal is to create innovative experiences that make shopping for fashion online easier and more enjoyable for customers.

We are 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 to more brands and styles.

Melissa Worth, Senior Vice President of North America at New Balance, added, “Innovation and improving consumer experiences are at the core of New Balance. We are excited to showcase our selection of footwear at Amazon Fashion’s virtual shoe fitting as we continue to find immersive ways to engage our shared customer base.”

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