Amazon has unveiled a service that lets customers try clothes on before buying them, in the tech giant’s latest hit at traditional retailers.
The Seattle-based company is testing the service, called Prime Wardrobe, that “brings the fitting room to you”. Members of its Prime programme can choose products ranging from Levi’s Jeans to Adidas trainers, which will be delivered to their door at no upfront fee. Customers have a week to decide what they want to keep and can return the products for free.
More than 1m products, such as clothes, shoes and accessories from brands such as Calvin Klein and Hugo Boss are eligible for the service, Amazon said.
Amazon’s latest move comes as retailers across America have struggled to adapt to changing consumer tastes, while e-commerce platforms like Amazon and fast-fashion stores like Zara have thrived. Analysts predict Amazon will oust Macy’s to become the biggest US clothing seller this year.
The introduction follows Amazon’s announcement on Friday that it would buy Whole Foods, the upmarket grocer, as it delves further into brick-and-mortar retail.