The retailer is inviting a group of customers to have their measurements tracked to build out its ability to recommend online clothing purchases

One of the main pain points with online clothing purchases is that customers risk buying the wrong size. Amazon is targeting this problem by making 3D models of human bodies, which will then be processed through the company’s sizing algorithm to make better recommendations. According to The Wall Street Journal, Amazon is offering consumers gift cards worth up to $250 in exchange for their measurements. Participants are required to visit an office in New York 10 times over the course of 20 weeks to track small changes in size and shape.

This process began after Amazon acquired Body Labs in 2017, a company that specializes in 3D body scanning. However, correct sizing has been an issue for the company for years. Apparel returns are costly for companies like Amazon that provide free shipping and warehouse processing.

Body scanning can also lessen clothing waste on a wider scale. Timo Rissanen, assistant professor of Fashion Design and Sustainability at Parsons, noted to PSFK for our Fashion Debrief report, “As body scanning is now widely accessible, for example through apps like Nettelo, I don’t expect we are far from brands being able to offer better fitting garments to individual customers. This has the potential to reduce both returns and unworn (because they are unsatisfying) garments in people’s closets.”

The sizing initiative is particularly important for Amazon, as Morgan Stanley analysts predict that it will become the largest apparel retailer in the United States this year.

Amazon


Lead Image: Woman trying on clothing at home stock photo from Maridav/Shutterstock

One of the main pain points with online clothing purchases is that customers risk buying the wrong size. Amazon is targeting this problem by making 3D models of human bodies, which will then be processed through the company’s sizing algorithm to make better recommendations. According to The Wall Street Journal, Amazon is offering consumers gift cards worth up to $250 in exchange for their measurements. Participants are required to visit an office in New York 10 times over the course of 20 weeks to track small changes in size and shape.