With 5.7 billion in cash in the bank Amazon is geared up to move into selling high-end clothing online. They are busy shooting 3,000 fashion images a day with models using patent-pending technology.

The traditional retail world is up in arms. According to Forrester Research the retailers are concerned because Amazon “sets their own prices” and this is a threat for the brands. For Amazon its an opportunity to increase gross profit margin per unit since shipping costs are the same for a $25 book as they are for a $1,000 skirt. But will sales of online designer clothing take off?

For those of us who have found ourselves in a clothing store debating whether we really like a dress, and its price, enough to stand in a changing room line up to disrobe and try it on, online shopping like this “sounds” very attractive. However, the problem is returns of clothing online are anywhere from 20-40% because well, hey…most of us are a little more curvy and only look like those skinny models in our dreams.

For Amazon to move online clothing retail to another level and really see clothing ‘move off their virtual rack” they will need to think outside the box offering customers the opportunity to take their bodies digital.

Bodymetrics a London based company teamed up with Prime Sense to create a 3D body scanner that collects 100 intimate measurements that can aid in online clothes shopping.

Now flying to London may be a little inconvenient for some so perhaps a nice tip to the security guard at the airport manning the body scanning machine might get the body measurements? Certainly having a ‘real’ virtual body would make it a lot easier to go online shopping. And maybe our well-dressed virtual body can attend some cool online Amazon virtual cocktail parties and fashion shows. Now that’s taking the online shopping experience “Social” and up a notch. Be brillant not boring Amazon!