Amazon Fashion launches try before you buy service

Amazon has launched Prime Wardrobe, a new try before you buy fashion service.

The scheme is being trialled in the US and offers customers the opportunity to order between three and fifteen items from up to 1m options to try on at home for free.

A free pick-up service will take away any unwanted items (customers need only put the items back in the resealable Prime Wardrobe box, apply the pre-printed returns sticker and leave it on their doorstep) and, as an added incentive, they will receive a 10% discount on three-four items purchased or a 20% discount on five or more. Nothing is payable upfront and if nothing is purchased there is no charge.

Items eligible for the service will be clearly indicated on the Amazon site with a Prime Wardrobe logo and the service is available for free to all Prime members.

The service comes shortly after Amazon revealed Echo Look, its new voice-enabled assistant that will rate your outfit choices. Unlike other "Alexa"-powered services it also includes a video camera so it can "watch" and "listen" to users.

Echo Look does not contain a screen so users need to pair it with the companion app on their smart phone to be able to see what it can see. Users will then be able to use the Style Check feature that uses machine learning and advice from fashion experts to rate the best of two outfits (the ratings will become smarter the more the feature is used).

Style Check will also offer suggestions on clothing to buy and drive the user to Amazon’s shopping pages. When paired with Prime Wardrobe offering risk free shopping and free (and hassle-free) returns Amazon is effectively removing all obstacles to online fashion shopping.