Amazon continues expansion into fashion with Prime Wardrobe

Global – The service introduces a new pricing model in an effort to differentiate its offer from traditional try-before-you-buy initiatives.

The service works by enabling consumers to pick three or more products labelled as eligible for Prime Wardrobe, try them on at home and return the unwanted items free of charge. The pricing structure, which works to reward consumers with discounts depending on how many products they purchase, offers a 10% discount for those who buy three or four items and 20% if they keep more than five.

Although the initiative is a new step for Amazon, the try-before-you-buy retail model has been available for some time. Stitch Fix and Trunk Club are two major examples and Memo launched a similar concept in 2016 for its luxury jewellery, giving consumers the opportunity to try pieces on for three days before purchasing.

Having been launched as a beta version, the Prime Wardrobe programme is expected to be rolled out fully soon.