Amazon ends Try Before You Buy program to focus on AI-powered fitting solutions

Amazon has announced the discontinuation of its Try Before You Buy Prime program, effective January 31, 2024, shifting focus to AI-powered fitting solutions.

Key details of the shutdown: The Try Before You Buy service, originally launched as Prime Wardrobe in 2018, allowed Prime members to order up to six items for home try-on with a seven-day return window.

• Customers were only charged for items they decided to keep
• The program competed with similar services like Stitch Fix
• The service remains available until the January 31, 2024 deadline

Rationale for discontinuation: Amazon cites limited scalability and increasing customer preference for AI-powered fitting solutions as primary reasons for ending the program.

• New AI features include virtual try-on capabilities
• Personalized size recommendations have been implemented
• Enhanced review highlights and improved size charts are now available
• These digital solutions help customers find the right fit without physical try-ons

Broader context: The shutdown aligns with retail industry challenges around returns and Amazon’s strategic streamlining of services.

• Returns cost US retailers approximately $816 billion in lost sales in 2022
• This figure represents nearly double the return-related losses from 2020
• The decision reflects a broader effort to manage return volume and associated costs

Recent Amazon strategic shifts: Despite CEO Andy Jassy’s commitment to growth, Amazon has been selectively pruning services outside its core business.

• The company recently shut down Freevee, its ad-supported streaming service
• Amazon has halted development of an at-home fertility tracking product
• These moves suggest a more focused approach to product and service offerings

Future implications: While Amazon’s shift toward AI-powered solutions may improve efficiency, this move signals a broader industry trend toward digital fitting solutions and away from traditional try-before-you-buy models, potentially reshaping how consumers shop for clothing online.