Amazon is now offering the experience of buying clothes in stores—only online.
Through Prime Wardrobe, customers can try on clothing before they buy them. The Amazon service gives people a week to choose what they’ll send back and offers discounts based on how many items they buy.
The e-commerce giant quietly announced the service Tuesday. Prime Wardrobe delivers the clothes in a resealable box with a prepaid label, making the process of returns as pain-free as possible.
It’s definitely a shot across the bow for retail stores. Walmart, Amazon’s main competitor, has recently purchased a number of web-only fashion brands like Bonobos. Amazon is set to soon surpass Macy’s at the top fashion retailer in the United States, according to Forbes.
Prime Wardrobe has drawn comparisons to other mail-order fashion services, like Trunk Club (owned by Nordstrom). Unlike those, customers don’t pay for a stylist or pay for clothes at all if they don’t like them.
Amazon says the service will be available for over a million items, including labels like Calvin Klein, Adidas, and Hugo Boss. Customers just have to look for the logo on product listings.
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