Amazon has launched another new feature. Which sellers will benefit?

On June 10, Amazon launched a new shopping feature, AR "Virtual Try-On for Shoes" . This feature allows consumers to use their mobile phone camera to see how beautiful the shoes look when choosing shoe styles. As it has just started a trial, this feature is currently only available to consumers in the two North American markets of the United States and Canada, and consumers need to use the iOS system.

It is understood that consumers in eligible regions will be able to try on thousands of brands and various styles of shoes on Amazon through this feature. For shoe sellers who have been deeply involved in the North American market, this move by Amazon is undoubtedly a good way to increase sales. The launch of this feature allows consumers to see the fit of shoes more intuitively, which can not only increase sales but also greatly reduce the probability of consumers returning goods for refunds, thereby increasing the profit margins of sellers.

In AR virtual try-on, consumers can point their phone camera at their feet and scroll through various shoes to see how they look from different angles. They can also try on other colors of the same style, but the tool cannot be used to determine the size of the shoe. Although the new feature is currently only available for iOS users , Amazon said it is refining the technology to make it available for Android users .

It is not new for e-commerce platforms to launch the "AR virtual shopping" function. In order to improve consumer experience satisfaction, reduce the return rate and maintain profits, e-commerce platforms have successively launched virtual shopping functions.

Back in 2017, Amazon launched “AR View” , which allowed users to use their smartphones to visualize products in their homes , and later launched “ Room Decorator ”, which allowed users to virtually add multiple products to a room at the same time. Amazon’s AR shopping function is not only used in the home field, but also in the beauty field.

Relevant data indicates that AR's try - on function has enhanced consumers' purchasing confidence. A survey shows that more than 50% of consumers surveyed believe that AR makes them more confident in online shopping because they can get a more immersive shopping experience . Among them , 75 % of the respondents said they were willing to pay a premium for products that support AR preview .

In addition, data shows that the use of AR for marketing can increase product sales by 14% compared to simple video advertising marketing methods .

Previously, Robert Triefus, vice president of Gucci's brand and customer interaction department, said that the company would double its investment in AR function development to drive e-commerce business.  

In order to retain more consumers and third-party sellers and stimulate positive revenue growth, Amazon has been taking new actions recently, but the effectiveness of this action remains to be seen.

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North America

New Features