Amazon has adopted augmented reality to give customers of its fashion brand virtual try-on’s for shoes. Customers of Amazon Fashion can use their mobile phones to visualise how a pair of shoes will look on their own feet from every angle.

Customers using the Amazon shopping app on iOS can use Virtual Try-On for Shoes to visualise thousands of sneaker styles from brands including New Balance, adidas, Reebok, Puma, Superga, Lacoste, Asics, and Saucony. Once they select a shoe, customers can tap the “Virtual Try-On” button on the product detail page and point the camera on their mobile device at their feet to see how the shoes will look on. Customers can move their feet to see how the shoe looks from every angle and use the carousel to swap colours of the same style without needing to exit the experience. Customers also have the option of taking a photo of their virtual try-on experience and can share the image with friends on social media by clicking the “Share” icon.

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

Virtual Try-On for Shoes also provides brands a new way to showcase their products and to make shopping for their styles easier and more interactive.

“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,” said Melissa Worth, senior vice president of North America at New Balance.