What: Amazon launched a new mobile augmented reality tool called Virtual Try-On for Shoes.

Why is it important: Customers using the Amazon Shopping app can select the Virtual Try-On button on the product page for participating shoes, then use their camera to view the shoes on their feet. Users can also change the shoe colors without exiting the application.

The feature is currently available for iOS users in the U.S. and Canada, and is offered on thousands of shoes from brands such as Puma, Reebok, Adidas, New Balance and more. The retailer plans to add more brands and styles going forward, and will soon expand the feature to Android users.

Amazon launches virtual try-on for shoes