A new Amazon patent for a “blended reality mirror” that can be installed at home to show a person’s image in a virtual outfit is yet another move that demonstrates the online retail giant is looking to bolster its position in the apparel industry.

Granted by the US Patent and Trademark office earlier this month, the patent would provide a visual representation of items – such as clothes – on the user without him or her actually wearing the physical garments.

Meanwhile, a blended reality view can also be used to provide a visual representation of the user in different settings other than the one he/she is currently in, using a combination of mirrors, lights, projectors, displays and cameras.

“Generally described, aspects of the present disclosure relate to generating a blended reality view for a user by combining reflections from a mirror with light transmitted through the mirror by a display,” the patent reads. “The present disclosure includes systems and methods configured to blend transmitted and reflected light to form a single scene, as perceived by a user, by controlling the amount of light on either side of a mirror or other reflective element.”

The patent follows Amazon’s acquisition of 3D body-scanning start-up Body Labs in October last year.

Amazon acquires body-scanning start-up

Body Labs specialises in 3D scanning and modelling of the human body, and helps apparel retailers make better size recommendations for its shoppers and reduce the number of returns. It launched in 2013.

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