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https://www.youtube.com/watch?time_continue=1&v=DL1FM2_l7ZA

Amazon’s newest acquisition is a New York-based company called Body Labs, according to a report by TechCrunch this afternoon, citing two anonymous sources familiar with the deal.

Body Labs says its SOMA technology “uses artificial intelligence, trained using body data and computer vision, to enable businesses and developers to accurately understand both 3D human motion and shape from any input.”

Applications include the ability to try on clothes virtually or create gaming avatars that follow the human body, as shown in the Body Labs video above. The potential fashion applications, in particular, could make sense for Amazon as it continues to expand its ambitions in clothing and shoes.

The companies haven’t yet commented on the report. TechCrunch is all over the map on the potential value of the deal, citing one source who said it “could be $100M+” and a second source who said it’s closer to $70 million, and then concluding that it’s likely between $50 million and $70 million.

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