Amazon Fashion Europe adds virtual try-on for shoes

By

Sandra Halliday

Published
Nov 14, 2022

In Europe, Amazon Fashion is extending its Virtual Try-On offer to footwear having introduced it for sunglasses this summer.

Trainers (sneakers) are the latest category to benefit from the tech-based offer with the company saying more footwear styles will be added to the feature over the next few months.

Shoppers can select from hundreds of styles from brands including New Balance, Superga, Puma, Lacoste, Reebok and more .

The company said Virtual Try-On is a “fun interactive feature that can be used [by shoppers] on the go or from the comfort of their homes, to make better, more informed purchasing decisions”.

The tech allows customers to visualise how an item will look on themselves from every angle.

The company has designed its own Computer Vision Machine Learning (CVML) tech to detect shoe position, orientation, scale, foot, ankle and pant segmentation, through deep learning. 

It uses 3D models of shoes to produce an augmented reality (AR) experience, and combines a live mobile camera stream and the CVML model to power the experience for customers. 

Consumers can find the tech on their iOS mobile app by searching for Virtual Try-On or by visiting www.amazon.co.uk/virtualtryon. On a desktop device, they’ll see a QR code on the Virtual Try-On page that they can scan via their iOS mobile device to land on the mobile store. 

From that mobile store, they find the trainers they like, tap on the Virtual Try-On button on the product detail page, and point the rear camera on their mobile device at their feet to see how the shoes look on them from all angles and in all available colours, then choose the style that suits them best. 

Customers can also take a photo of the virtual shoes they’re trying on and share the photo with friends through social media.