YouTube, Body Labs
Amazon wants to know your body better, so the online retailer bought Body Labs, and New York-based startup that specializes in 3D body scanning and modeling software for fashion and gaming applications. Body Labs confirmed the deal on its website, but details of the acquisition have not been disclosed. A TechCrunch report estimates Amazon bought the startup for anywhere between $50 million and $70 million.
Multiple videos and demos on the Body Labs website show its software in action: its "SOMA" API can be used to depict human 3D motion and shape, making it ideal for fashion, gaming, and other business applications. Companies can use it to "accurately predict and measure the 3D shape of your customers using just a single image," and it's no secret that Body Labs developed this technology for retailers (among other types of companies) to use to better know customers' bodies. Whether its a fashion brand getting the right fit for any customer using a mobile app, or a gaming company looking to make customizable, virtual characters using AR, Body Labs' software appears to make it easier for those companies to personalize parts of the experience to every user.
It's currently unclear what Amazon will do with Body Labs. It's possible that Amazon will use Body Lab's employees and expertise to improve its fashion business, something CEO Jeff Bezos is dedicated to pursuing. Recently, the company has begun funneling more resources into developing its own private-label fashion brands, and it launched Amazon Wardrobe earlier this year. This is a service available to Prime users that lets them try on clothing before they buy it and return items they don't want for free. As Body Labs mentions in a video, minimizing returns by ensuring customers get the right fit before they order is good for any fashion retailer.
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