There is no upfront charge. Customers are only charged for the items they keep when the seven days are up.
Prime Wardrobe will rival established online shopping and subscription services like Stitch Fix and Nordstrom’s Trunk Club, though those services offer a personal stylist. On Prime Wardrobe the customer picks their own clothes.
Cooper Smith, director of Amazon IQ Research at Gartner L2, said this investment in apparel is a long time coming.
Amazon is trying to get customers to shop for brands and brands want to reach coveted Prime customers, he said, and Amazon hasn’t fully invested in this business model before.
» Amazon Prime increases membership fee 20 percent, to $119
Smith said the new service could help Amazon sell high-priced fashion items.
Amazon has "been selling a lot of clothing, but they haven’t been able to sell fashion,” Smith said. “Fashion brands want to reach Prime users.”
Since the beta version was released, private label brands have been top sellers. Women have been buying denim and dresses, men have ordered tops and casual pants and, for kids, shoes are most popular, according to Amazon.