Amazon Embraces AR with Virtual Try-On Feature

Amazon Fashion (Seattle) announced a new feature allowing shoppers to virtually try on shoes from home using their smartphone cameras, according to Tech Crunch. The AR technology enables customers to view what the shoes may look like from multiple angles, and it will be available to customers in both Canada and the U.S.

Shoppers start by selecting a shoe and pointing the camera at the angle they want to view the shoe on themselves. While virtually trying the shoe on, shoppers can also switch the color. They then have the option to “share” the image in order to save a photo for future reference or to post to social media.

Many other retailers have experimented with AR technology in recent years including Walmart (Bentonville, Ark.), Sephora (Paris) and Gucci (Florence, Italy), among others. At this time, Amazon did not say whether it believes this new feature will increase conversions.