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Image via Shoefitr.
Image via Shoefitr.

Amazon has acquired Shoefitr, a startup based in Pittsburgh that offers 3D technology to help online shoe buyers ensure an accurate fit, according to reports by TechCrunch and the Pittsburgh Business Times, citing anonymous sources familiar with the deal.

Shoefitr uses 3D technology to scan the inside of shoes. It then shows shoppers how a particular shoe will fit, and recommends the best size. The idea is to reduce the significant number of returns and misfits in the online shoe buying industry.

The acquisition would mark the latest push into shoes for Amazon, which acquired Zappos in 2009.

The purchase price hasn’t been reported. Shoefitr, which has raised $1.3 million in funding, has worked with retailers including Nordstrom and REI. We’ve contacted Amazon, which is not yet commenting on the reports.

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