Amazon has announced the discontinuation of its Try Before You Buy Prime program, effective January 31, 2024, shifting focus to AI-powered fitting solutions.
Key details of the shutdown: The Try Before You Buy service, originally launched as Prime Wardrobe in 2018, allowed Prime members to order up to six items for home try-on with a seven-day return window.
- Customers were only charged for items they decided to keep
- The program competed with similar services like Stitch Fix
- The service remains available until the January 31, 2024 deadline
Rationale for discontinuation: Amazon cites limited scalability and increasing customer preference for AI-powered fitting solutions as primary reasons for ending the program.
- New AI features include virtual try-on capabilities
- Personalized size recommendations have been implemented
- Enhanced review highlights and improved size charts are now available
- These digital solutions help customers find the right fit without physical try-ons
Broader context: The shutdown aligns with retail industry challenges around returns and Amazon’s strategic streamlining of services.
- Returns cost US retailers approximately $816 billion in lost sales in 2022
- This figure represents nearly double the return-related losses from 2020
- The decision reflects a broader effort to manage return volume and associated costs
Recent Amazon strategic shifts: Despite CEO Andy Jassy’s commitment to growth, Amazon has been selectively pruning services outside its core business.
- The company recently shut down Freevee, its ad-supported streaming service
- Amazon has halted development of an at-home fertility tracking product
- These moves suggest a more focused approach to product and service offerings
Future implications: While Amazon’s shift toward AI-powered solutions may improve efficiency, this move signals a broader industry trend toward digital fitting solutions and away from traditional try-before-you-buy models, potentially reshaping how consumers shop for clothing online.
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