In a bid to revolutionize the way consumers shop for clothing and to take the online shopping experience to the next level, Amazon is now developing a new application that will allow users to try on data-led style recommendations in a virtual changing room.
The online retailer has reportedly lodged a UK patent for an app that will ‘data mine’ consumer information to predict their fashion style, before identifying possible suggestions.
The app would utilize photos saved on a phone to create an Augmented Reality image of the shopper wearing items available for sale. Shoppers could swipe to either like or dislike the clothing items shown, and use terms like “search my look,” “randomize” or “find more like this.” It would also have the ability to suggest other categories of items that might interest the shopper.
Mark Howell, Creative Director at Play Retail, a strategic design agency, said, “The potential amount of data that this technology will be able to generate for Amazon is staggering. By having access to a customer’s photos, the retailer can see what they wear, what they drive and even inside their home to better predict what products an individual is most likely to want to buy. It would analyse pictures to determine segments of the body to create a composite image.”
Amazon is increasingly eyeing for the top position in the fashion industry by launching its own clothing lines and developing algorithms that design clothing based on fashion trends on Instagram.
Bharat Tex Special Report 2026 
