Amazon reportedly bought a startup that makes 3D scans of your body

Woman trying on clothesShutterstockBody Labs technology can create 3D scans of your body, meaning you could virtually try on clothes to see how they will fit.

Amazon is doubling down on its commitment to becoming a fashion powerhouse with a new acquisition.

TechCrunch reports that Amazon has purchased Body Labs, a New York-based startup that makes 3D body scans. While TechCrunch wasn’t able to confirm the exact price tag, it pegs the sale price between $US50 million and $US70 million.

Body Labs makes software that it sells to other businesses that captures the body’s shape and motion in 3D. While Body Labs’ website suggests its technology can be used for gaming, it can also be used for fashion purposes, like virtually trying on clothes, customising online shopping experience, or tailoring recommendations (like filtering online reviews based on body type).

Amazon has been ramping up its fashion presence over the last year, creating several in-house apparel lines, creating hardware like the Echo Look specifically for fashion, launching its own clothing subscription service, and building software that acts as an outfit recommendation engine.

Amazon did not immediately respond to a request for comment on the acquisition.

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