VTO

 VTO is part of Amazon’s ongoing push to enhance the shopping experience with immersive technology. It helps customers make more confident purchase decisions by visualising how products will look on them or in real life.

How It Works:

• Customers open the Amazon app and select the “Virtual Try-On” option on eligible ASINs.
• Using their smartphone camera (or uploading a photo), they can:
  • Overlay eyewear, hats, or makeup products onto their face.
  • See shoes on their feet in real-time through AR.
  • Visualise how clothing fits their body type (for supported categories).
• VTO is powered by Amazon’s proprietary AR tools, often leveraging acquisitions like Body Labs and Modiface partnerships.

Benefits for Customers:

• Confidence in purchase: Reduces uncertainty about fit, style, or appearance.
• Convenience: Try on multiple styles instantly without visiting a store.
• Personalisation: Creates a more interactive and engaging shopping journey.

Benefits for Vendors/Sellers:

• Higher conversions: Customers who use VTO are more likely to buy.
• Lower return rates: Shoppers make better-informed decisions, especially for size- and style-sensitive categories.
• Brand differentiation: Early adopters stand out in crowded markets (e.g., fashion, beauty).

Benefits for Amazon:

• Enhances customer trust in online shopping.
• Reduces costly returns in apparel and footwear categories.
• Positions Amazon as a leader in retail tech innovation.

Challenges:

• Limited category availability (primarily shoes, eyewear, cosmetics, apparel).
• Technical complexity: Requires precise 3D models of products.
• Customer adoption: Some shoppers may not use AR features due to unfamiliarity.

Why It Matters:
VTO bridges the gap between in-store and online shopping experiences, addressing one of e-commerce’s biggest challenges: helping customers feel confident about style, size, and fit. For vendors, participation in VTO can significantly boost sales and reduce returns.

Example:
A sneaker brand enables Virtual Try-On for its latest collection. Customers use the Amazon app to see how the sneakers look on their feet in different colours. The feature drives higher conversion rates and fewer returns compared to non-VTO shoes.

In short:
VTO (Virtual Try-On) is Amazon’s AR-powered feature that lets customers visualise how products look on them before purchase, boosting confidence, conversions, and reducing returns.