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Amazon to offer try-on customers an AR makeover

Having extended its virtual try-on technology from furniture and makeup to eyewear and shoes, retail giant Amazon is thought to be considering rolling out its virtual try-on feature to multiple categories.

In 2020, Amazon teamed up with ModiFace, a pioneer in augmented reality and artificial intelligence for the beauty industry, to launch a try-on feature for L’Oreal that allowed customers to use the camera on their mobile phone to try on different shades of lipstick, in a live video or a selfie.

In June 2022, again using augmented reality technology, Amazon launched a try-on feature that shows customers how a pair of trainers will look before making their purchase. The app allows users to try on thousands of styles from multiple brands including Adidas, Reebok, Puma and Superga.

In November 2022, the try-on feature was extended to eyewear from brands including Lacoste, Hillfiger, Hawkers and Polaroid. After selecting a pair of glasses or shades, customers simply tap on the ‘Virtual Try On’ button on the product detail page to see how they look from any angle. Over 1,500 styles are currently available.

Try on products from multiple categories and brands

Ruth Diaz, VP Amazon Fashion Europe, said: “We’re thrilled to be introducing another innovative feature for our Amazon fashion customers. Finding the perfect pair of sunglasses online that you will love and wear all year is now fun and easy with Virtual Try-On technology.

“We look forward to listening to our customers and brands enhancing the VTO experience with more product categories and styles to come.”

An Android version of the try-on feature is planned.

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