Amazon Prime Gets ‘Buttoned Down’

Try this on for size: Amazon is getting into the men’s clothing sector one button at a time.

Buttoned Down is Amazon’s new menswear brand, which is debuting with a collection of what the tech giant calls “top-quality dress shirts” that are made from non-iron, 100 percent Supima Cotton. The new line comes with a money-back guarantee that is “unconditional” and at a price that “our customers will love,” according to the company.

The shirts start at $39, but they’re only available for Amazon Prime members. That’s the catch.

Amazon has been rolling out quite a few options for Prime members exclusively. Amazon recently launched “The Grand Tour,” its new original series, with an even grander promotion, allowing new Amazon Prime members to grab the service for 20 percent off the regular first-year membership subscription fee. The limited promotion of $79 for the initial year was temporarily available on one single day — Nov. 18.

And it’s aiming at younger consumers — namely, those in college — to get them hooked on Amazon Prime in the short term, but more so for the long haul.

The menswear line is the next step in rounding up more male consumers through a space Amazon really hasn’t played in before.

“At Amazon, we’re always looking to make high-quality apparel more accessible for our guys,” said Warren Satchell, men’s fashion editor at Amazon Fashion. “Buttoned Down is a no-fuss, reliable option that guarantees effortless style and great value.”

Beyond the exclusivity, Amazon is really touting the quality of the shirts. The fiber in the shirts is, according to Amazon, 35 percent longer and 45 percent stronger compared to other cotton shirts. And what results is a softer and more durable item. The sizes are also being talked up: Amazon said the item has one of the widest selections of sizes in the category, from Big & Tall sizes, as well as classic and fitted. Various colors and patterns are also offered.

Amazon said that, if customers aren’t pleased with the shirt, the satisfaction guarantee will refund customers’ money, no questions asked.

Amazon said there are plans to expand into dress pants, sport shirts and sweaters in the near future.