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Amazon buys Body Labs 3D modeling startup

Amazon has acquired 3D body modeling startup Body Labs that. Body Labs creates 3D human forms for B2B purposes that can be used, among other things, for virtually trying on clothing. Its technology can be used to accurately predict and measure the 3D shape of customers using just a single image.

Amazon is using its resources to drive e-commerce ahead for a new digital fashion experience for mass consumers. Amazon Prime members currently have access to a wardrobe service, offering customers free returns for product that does not fit. Improving fit with Body Labs technology could boost the e-commerce giant's fashion business by reducing the amount of returns, for example.

Body Labs was founded in New York in 2013. Its CEO and co-founder Bill O'Farrell has a track record of developing technology that has been bought out by major companies. His resume includes Adobe and Netsuite buyouts. Amazon has also recently introduced a fashion specific Echo device called Look, to take fashion selfies. Body Labs has a number of similar features that can add filters much like those of a Snapchat lens. Integrating the two platforms could create a consumer experience where customers could try on a dress, send the photo to someone for a second opinion and then circle back and purchase it immediately.