Amazon fits shoppers to a T with virtual customization

Dan Berthiaume
Senior Editor, Technology
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Amazon unveiled a new service that crosses the digital/real world divide with virtual body doubles, allowing customers to customize a T-shirt to their exact measurements.  

Amazon’s new Made For You provides a made-to-measure, custom t-shirt that is made to order for the individual customer. Shoppers can customize a T-shirt based on the fabric, color, length, fit, neckline and sleeve length. They can also create a personalized label. The cost of the t-shirt is $25.

To create the shirt, customers, via the Amazon mobile app, provide Amazon with their height, weight and two photos, all of which the company uses to create a “virtual body double.” (The photos are automatically deleted after the virtual body is created, according to Amazon.)

As they personalize their item, customers can see a preview of how it will look on their virtual body double. The preview changes in real time so customers can see how different options would affect the look. Customers can also zoom in and out and drag to spin their virtual body double around for a 360-degree view.

Made For You is not Amazon’s first foray into virtual try-on services. In June 2019, the e-tail giant launched a virtual cosmetic try-on experience. Customers can use their mobile phone camera to digitally try on different shades of lipstick in a live video of themselves, or on a selfie. Amazon leverages augmented reality technology from ModiFace, which runs on its Amazon Web Services platform.

To determine their personal measurements and create a virtual body double, customers need an iPhone running on iOS 13.5.1 or later or Android phone running on OS7 or later with the Amazon mobile app installed. After their measurements have been captured, customers can customize and purchase a T-shirt using their mobile device or desktop browser.

T-shirts usually take five days to manufacture and customers can see options for shipping speeds (shipments in the U.S. only) once they add a T-shirt to their cart. Free returns and refunds are available for any reason. Currently, Made For You only offers T-shirts, but Amazon says it plans to expand product selection for the service in the future.