In a development worth keeping an eye on, Amazon has launched a Virtual Shopping, AR-aided Tool which has been available to Amazon shoppers in the U.S. and Canada since late last week. The Virtual Try-On for Shoes through the Amazon app is aimed at making the online shopping experience more interactive and easier for shoppers who get a better sense of how the style might look on their feet. It is available for thousands of branded styles from the likes of Adidas, New Balance, Puma and Reebok. The Virtual Try-On experience is just the latest such tool to pop up from a major player — Nike already utilizes an AR-aided tool for customers on its site.

How does Virtual Try-On work? Within the Amazon app, after selecting a shoe, customers can tap the “Virtual Try-On” button below the product image and point the camera on their mobile device at their feet to see how the shoes look on them. Customers can then move their feet to see how the shoes look from every angle. Customers can change colors of the selected footwear by scrolling through options and can also take a photo of the virtual shoe they’re trying on and share the photo with friends through social media.