Amazon is hoping its new AI-powered virtual fitting features will prevent returns

Amazon will discontinue its “Try Before You Buy” clothing program at the end of January 2025, replacing it with AI-powered virtual fitting solutions including augmented reality try-ons and size recommendations.

Program transition details: Amazon’s significant change in clothing retail strategy marks a shift from physical to digital try-on experiences.

• The “Try Before You Buy” program, launched in 2017 as Prime Wardrobe, allowed customers to order up to six items and only pay for what they kept
• The program will officially end in January 2025, though Amazon’s standard return policy for apparel remains in place
• Amazon cites limited scalability of the physical try-on program as a key factor in the decision

New AI-powered alternatives: Amazon is promoting several technology-driven solutions to help customers find properly fitting clothing without physical trials.

• Virtual Try-On uses augmented reality to show how items like shoes, glasses, and cosmetics would look on customers
• A personalized size recommendation system analyzes purchase history, return patterns, and customer feedback to suggest optimal sizes
• The Rufus AI chatbot provides shopping assistance and product recommendations based on individual shopping behavior

Industry context: The shift from physical to virtual try-ons reflects broader changes in online retail technology adoption.

• Major retailers including Google are increasingly implementing AI tools in their shopping experiences
• The move aligns with Amazon’s growing investment in AI-driven shopping features
• The company maintains its standard free return policy for most apparel purchases as a fallback option

Strategic reasoning: Amazon provided specific justification for the program’s discontinuation through an official statement.

• The company cited the limited scalability of “Try Before You Buy” as a key factor
• Customer adoption of AI-powered features like virtual try-on and size recommendations influenced the decision
• The shift represents a broader strategic emphasis on technological solutions over physical logistics

Looking ahead: While Amazon’s AI-driven approach promises efficiency and scale, questions remain about whether virtual solutions can fully replace the tactile experience of trying on clothing, potentially affecting customer satisfaction and return rates in ways that will only become clear with time.