Amazon acquires AI-powered 3D body modeling startup Body Labs

Amazon has acquired New York-based Body Labs, which is an AI-powered 3D body modeling startup, according to TechCrunch.

Citing two sources familiar with the deal, the report pegs the sale price between $50 million and $70 million. Body Labs, founded in 2013, offers 3D body modeling technology, according to its website.

The company says its AI, computer vision, and body modeling expertise stems from research started at Brown University and the Max Planck Institute for Intelligent Systems. Their technology could be used both for gaming and fashion purposes, like virtually trying on clothes, customizing online shopping experience, or tailoring recommendations.

Body Labs adds to Amazon's growing fashion portfolio. The company unveiled nine new fashion brands in 2017 and 17 since last year. It's also released the Echo Look, a device that gives fashion recommendations, and a new service called Amazon Wardrobe that lets Prime members try on clothes before purchasing.