Amazon Unveils Personal Shopping Service

To provide consumers with fashion advice, Amazon has debuted Personal Shopper by Prime Wardrobe. The new service offers recommendations for clothes as well as accessories that personal shoppers curate, Geek Wire reported.

Leveraging technology and stylists’ input, the service narrows down thousands of clothing brands to a few monthly selections based on shoppers’ preferences. Consumers complete a survey regarding their chosen fit and style, which Amazon stylists use to tailor their recommendations. The customers then preview the items and choose which products they want to be delivered.

Personal Shopper by Prime Wardrobe comes at a cost of $4.99 per month. Amazon’s private-label apparel brands are said to be included in the recommendations, along with established lines such as Calvin Klein, 7 for All Mankind and Levi. While the service is now available for women’s fashion in the Amazon app, the eCommerce retailer is said to be looking to soon expand to men’s apparel.

The news comes as reports surfaced last year that Amazon was bringing its Prime Wardrobe to all of its U.S. Prime customers. An Amazon executive said the idea behind the service was to take the “pain points” out of shopping.

Kate Dimmock, the fashion director at Amazon Fashion, told ABC News in June, “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 at the time that the online retailer saw a “huge opportunity” in fashion.

Overall, data from the U.S. Department of Commerce indicates that Americans spent more than $450 billion on eCommerce shopping in 2017. At the same time, Amazon has “really cornered the market on innovation” in the online shopping sphere, Good Housekeeping’s Style Director Lori Bergamotto told ABC.