//Amazon Buys Body Labs

Amazon Buys Body Labs

Amazon buys Body Labs!

Body Labs is a Series A startup that developed AI to understand 3D body shape and motion from smartphones. Then, Amazon buys Body Labs within six months of announcing their AI technology:



I met Body Labs in 2015 when there were 7 employees. I co-led their Series A, on behalf of Intel. Subsequently, I joined as VP of Business Development and led the team responsible for revenue. Then, I co-led selling Body Labs to Amazon. This is also my last week at Body Labs as I decided to not join Amazon. Crazy.

I remain extremely excited about the future of Body Labs at Amazon. No doubt that Amazon will drive innovation at an exhilarating scale and it has been my honor to help make it happen.

So, why did Amazon buy Body Labs?

This is what I can say. In 1997, Jeff Bezos wrote the following letter to shareholders:

  • We will continue to make investment decisions in light of long-term market leadership considerations rather than short-term profitability considerations or short-term Wall Street reactions.
  • We will make bold rather than timid investment decisions where we see a sufficient probability of gaining market leadership advantages.

I am extremely impressed by Amazon. They are the most disciplined innovators I have ever interfaced with. They measure twice and then cut once. They are precise with extreme execution.

At Body Labs, we have also had the honor of working with the world’s top apparel brands. As the entire sector goes through a strategic inflection point, I hope you don’t second guess the future and instead invent it. Today only serves as a reminder of what it means to make bold investment decisions and the consequences of trying to be a close follower. In Amazon lingo – ‘there is no day two‘.

I want to end by recognizing one person. You have put people first more than any other employer or manager I have seen. Through the highs and the lows, you ensured that everyone got what they deserved. Thx Bill.

Congrats to Body Labs & Amazon. Can’t wait to test the first product that rolls out using Body Labs’ human aware AI.








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