Amazon today is launching a way for customers to create custom clothing with a new service called Made for You, which lets shoppers create a custom T-shirt to their exact measurements. But unlike some companies that use mobile technology to scan and measure your body from an app, Amazon Fashion’s Made for You service requires users to provide the company with their height, weight, body style and two photos of themselves to get measured for their custom fit.

Custom clothing is often seen as a luxury and this process does make it more affordable. That can be helpful for those who struggle with fit due to measurements that fall outside of traditional sizing. But the service also seems to be a pretty transparent attempt to grab customer data for the Amazon Fashion business. Amazon, however, characterizes Made for You as part of its ongoing efforts to eliminate online shopping challenges — this time, size and fit. Over time, the company says it wants to expand Made for You with more styles and selections, based on customer feedback.