Amazon Fashion US has unveiled an a new interactive mobile experiences that uses augmented reality to help customers try on a pair of shoes virtually.

Amazon customers using iOS in the US and Canada can readily access the ‘Virtual Try-On for Shoes’ feature on their Amazon Shopping apps and try thousands of sneaker styles from brands like Reebok, Adidas, New Balance, Lacoste, Asics and Saucony.

Customers need to click the ‘Virtual Try-On’ button on the product’s detail page and point their phone cameras to their feet to see how the shoes will look on them. A carousel feature will allow customers to swap colours and there’s an option to take and share photos too.

Muge Erdirik Dogan, president of Amazon Fashion, said the company’s goal is to create an innovative experience that makes online shopping easier.

“We look forward to listening and learning from customer feedback as we continue to enhance the experience and expand to more brands and styles,” he added.

Melissa Worth, senior VP of North America at New Balance said the brand is looking forward to sharing immersive ways to engage a shared customer base with the app.