Following a beta accessible by invitation only, Amazon is rolling out Prime Wardrobe to all of its U.S. Prime customers. An executive with Amazon said the idea behind the service was to take the “pain points” out of shopping, ABC News reported.
Kate Dimmock, the fashion director at Amazon Fashion, told ABC News, "What we kept hearing from our customers was that they wanted to shop for fashion with us, but they wanted to try things on. They wanted to touch, they wanted to feel, but they didn't want to see a huge amount of money taken from their credit cards.”
Dimmock said that the eCommerce retailer sees a “huge opportunity” in fashion. Overall, data from the U.S. Department of Commerce indicates that Americans spent over $450 billion on eCommerce shopping in 2017. And Amazon has "really cornered the market on innovation" in the online shopping sphere, Good Housekeeping's Style Director Lori Bergamotto told ABC.
Amazon debuted Amazon Prime Wardrobe in 2017. The service allows consumers to order items like shoes, clothing or accessories at no upfront charge. After seven days, customers decide what they will keep and pay for, and the rest goes back free of charge. Announcing the rollout of the service, Amazon said on its website, “Prime Wardrobe is a new service that brings the fitting room to you, so you can try the latest styles and find your perfect fit before you buy.”
Shipments will come in a resealable box with the item included and a prepaid label for returns. As for items on offer, Amazon’s in-house fashion items are obviously for sale, but so are brands outside Amazon’s private label that were announced. At the debut of the service, the retailer reportedly said the Prime Wardrobe would offer customers “more than a million items from shoes to accessories and clothing.”