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Amazon expands virtual try-on tech to Europe

Chloe Burney
14 November 2022

Amazon has introduced a new virtual try-on tool across its European markets for thousands of trainer styles.

Using augmented reality technology, customers can visualise how a pair of shoes will look on their feet from every angle before making their final purchase. App-users can virtually try on thousands of styles from brands such as New Balance, Adidas, Reebok, Puma, and Superga.

Muge Erdirik Dogan, President of Amazon Fashion, commented: “Amazon Fashion’s goal is to create innovative experiences that make shopping for fashion online easier and more delightful for customers.

“We’re excited to introduce Virtual Try-On for Shoes, so customers can try on thousands of styles from brands they know and love at their convenience, wherever they are. We look forward to listening and learning from customer feedback as we continue to enhance the experience and expand to more brands and styles.”

By selecting the 'Virtual Try-On' button on the shoe’s detail page and pointing the camera at their feet, customers will see how the pair look on from every angle. The carousel tool allows users easily swap colours of the same style without needing to exit the experience.

There is also an option for taking a photo and sharing it to social media platforms, encouraging further engagement with the tool, Amazon and the footwear brand. The new state-of-the-art technology is also way for brands to showcase their products, as well as making them more accessible to online shoppers.

Melissa Worth, SVP of North America at New Balance, added: “Innovation and elevating consumer experiences are at the core of New Balance. We’re excited to showcase our footwear selection in Amazon Fashion’s Virtual Try-On for Shoes as we continue to look for immersive ways to engage our shared customer base.”

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