American electronic commerce and cloud computing company, Amazon has acquired Body Labs, a company with a stated aim of creating true-to-life 3D body models. The terms of the deals are not revealed yet but according to the sources, the price would be tagged at around $70 Million.
Founded in 2013, Body Labs offers 3D body modelling technology. The company helps apparel retailers make better size recommendations for customers and reduce the number of returns. The company makes 3D body models to support various b2b software applications — such as virtually trying on clothes or photorealistic avatars for gaming.
Body Labs claims that its SOMA Shape API can be used to accurately predict and measure the 3D shape of your customers using just a single image. This suggests that the API has power to custom apparel or be used by fashion e-commerce retailers wanting to offer sizing recommendations.
The company also suggests additional uses-cases for its fat and all 3D body modelling tech in health and fitness tracking, and even equipment design and manufacturing.
The acquisition is another sign of Amazon’s growing ambition in the fashion space. The e-commerce giant has launched nine new fashion brands in 2017 and 17 since last year. It’s not clear exactly what Amazon intends to do with Body Labs but there are plenty of potential cases that mesh with and could extend its existing business interests if the startup has the tech chops to deliver accurate 3D body models at scale.
Amazon has released another Echo device (called Look) that is specifically designed for taking style selfies. So it’s possible the company might be interested in tech that can power visual transformations for fun and fashion-based purposes such as by being able to add real-time effects to people’s faces and bodies during an Echo Show video call.
The company has also launched new service called Amazon Wardrobe that lets Prime members try on clothes before purchasing. For all these purposes, the company might use the technology of Body Labs.
Amazon, as well as Body Labs, have not commented anything on the acquisition.