Amazonâs latest perk for Prime members could make us more stylish by letting us buy everything that catches our eye and return what doesnât fit. Today Amazon revealed Amazon Prime Wardrobe, which is currently in beta, but you can sign up to be notified when it launches
First you pick at least three items from over a million Amazon Fashion options including clothes, shoes, and accessories for kids and adults to fill up your Prime Wardrobe box. Brands available include Calvin Klein, Leviâs, Adidas, Timex, Lacoste, and more.
Once the Amazon Prime Wardrobe box arrives, youÂ try on the clothes for up to seven days, and drop the resealable box with its pre-paid shipping label at a nearby UPS to return whatever you donât want. Keep three or four items from the box and get 10% off everything, or keep five or more for 20% off. You only pay after for what you keep, with no charge up front. Amazon Prime Wardrobe is free for Prime members with no extra fees.
Amazon emailed us a scant statement, noting âtoday Amazon Fashion announced Prime Wardrobe, a new way to shop for fashion at Amazon, where you can try things before you buy them.â
By taking the hassle and regret out of returns for clothing, the same way Zappos did before it bought it, Amazon could make people much more comfortable pulling the trigger on an online apparel purchase. Pick well and you get a bonus discount. But pick poorly and all it costs you is a trip to UPS. The move could be quite lucrative for Amazon, as apparelâs share of all digital spend has grown for the past three years straight from 15.4% in 2013 to 17% in 2016, according to comScore.
Amazon Prime Wardrobe is similar to StitchFix and some other fashion delivery services where you get shipped a box of clothing you donât choose. Thatâs more targeted at people who donât like shopping, especially men. But Wardrobe lets you pick and choose what you want rather than delivering a random grab bag. Perhaps if Wardrobe tests well, Amazon would consider acquiring StitchFix, TrunkClub, or another boxed fashion delivery service to instantly boost its scale.
Prime Wardrobe aligns well with the Amazon Echo Look that takes full-length photos of you to review your dayâs clothing choices and uses the Amazon StyleCheck app feature to have AI score your fashion decisions. Prime Wardrobe could also mesh with the Amazon Fashion vertical that features upscale clothing.
A decade ago, Jeff Bezos said âIn order to be a $200 billionÂ company weâve got to learn how to sell clothes and food.â While itâs far surpassed that mark already, nailing the clothing ecommerce experience could further expand Amazonâs empire. Plus, now it has all those Whole Foods stores where it could sell clothing too.