Amazon is launching a new challenge to Nordstrom, Macy’s and other department stores with a service called Prime Wardrobe that lets online shoppers select and ship a box of clothes, shoes and accessories to their homes to try them on before buying.
The concept is reminiscent of services such as Nordstrom’s Trunk Club, but it lets shoppers select the clothes themselves rather than relying on personal stylists for fashion guidance.
Prime Wardrobe users need to select at least three items Prime Wardrobe-eligible items. They’ll have up to seven days to decide what to keep. Returns are made through a prepaid label with unattended pickup. Depending on how many items they keep, shoppers can get 10 percent or 20 percent discounts.
The service was announced as an invite-only beta this morning. It will be available only two Prime members. Amazon says more than a million items are eligible for Prime Wardrobe, including many popular clothing brands.
This is the latest move by Amazon into the world of fashion. The company in April announced a new $200 device called Echo Look with a hands-free depth-sensing camera that lets users take full-body pictures and get fashion recommendations from a “Style Check” service that uses machine learning algorithms and fashion specialists.