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Amazon Expands its Prime Wardrobe Offering

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By Published On: June 22, 20180 Comments

Previously only available by invitation, Amazon has released its new fashion initiative to all of its Prime members in the US.

Amazon recently announced that its American-based shoppers now have access to Prime Wardrobe, a program that allows members to select up to three items and have them delivered at no upfront charge and then take up to a week to choose which items they would like to purchase.

Under the sales initiative, shoppers will be able to ‘try’ participating clothing, footwear and accessory ranges before they buy. Shoppers will have seven days to try on their goods, decide what they want to keep, and either checkout online and pay for their purchases, or return the unwanted goods for free.

Amazon is joining an increasing number of US businesses jumping on the try-before-you-buy model that’s been taking the e-commerce fashion scene by storm. According to research by Brightpearl in the US, 25 percent of global retailers will offer similar services by 2019, but for many, the proliferation of online returns (estimated to quadruple) could prove too great to handle.

Companies like Stitch Fix and Birchbox already offer similar services to Prime Wardrobe, but unlike Amazon, who is offering the new service as part of its existing Prime membership, these companies charge ongoing fees for the service to account for growing fulfilment expenses.

Amazon, on the other hand, seems to be relying solely on the capabilities of its expansive logistics network that serves most of the country. According to the e-tailer, and recent research from Morgan Stanley, Prime customers are twice as likely to purchase clothing online than non-members. Amazon is also edging towards holding the largest market share of apparel goods in the US, a position the company is unsurprisingly, trying to cement.

While Australian consumers now have access to Amazon’s Prime membership, at a discounted price of $4.99 per month or $59 per annum until January 2019, incentives like one-day delivery, Prime Music and now, Prime Wardrobe, are yet to be made available down under.

Prime Wardrobe first launched in beta mode in June 2017, but was only available to customers on a case-by-case basis. Now, all US-based Prime members can take advantage of the service if a seller displays the Prime Wardrobe symbol.

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