Amazon’s AR trials can show what shoes look like, but not how they fit

Amazon already uses augmented reality to help you try on hair colors and makeup, and now it’s extending that technology to your feet. The company launched a Virtual shoe try-on functionality of its mobile app that helps you view shoes. Tap a button on the product page, point your phone’s camera at your feet, and you’ll see what the shoes would look like in a more realistic setting. You can change colors for a given style without having to leave AR mode and share images with friends to see if they like your choices.

The feature is initially only available to iOS users (Android is coming “soon”) in the US and Canada. The first selection is limited to runners and other casual shoes from several major brands, including Adidas, Asics, Lacoste, New Balance, Puma, Reebok, Saucony and Superga. Nike is an absent subscriber. And no, you can’t use it for dress shoes yet – it won’t help you find that perfect pair of heels.

The new Virtual Try-On won’t tell you if the shoes are comfortable or not, which might put you off. What’s the point of finding a sweet style if it pinches your toes? That said, the tool could still be useful for online shopping expeditions. If you know your shoe preferences, you might just find your perfect pair without visiting a slew of local stores or relying all on product photos.