Amazon Prime Wardrobe launch brings try before you buy to UK

E-tail giant Amazon has rolled out its try-on-first Prime Wardrobe service to the UK, four months after its debut in the US market and a week after it launched in Japan.


Amazon recently launched a London pop-up and now it's expanding its try before you buy service as it seeks to grab the attention of UK shoppers

Try before you buy is increasingly important for purely fashion e-tailers with the need to pay for goods in advance seen as suppressing order sizes and reducing the chances of customers going away happy.

As the name suggests, Prime Wardrobe is another service that’s exclusive to the company’s large and growing Prime membership. The huge number of add-on benefits make Prime ever-more-attractive beyond the simple faster/free delivery that was what made many consumers sign up for it in the first place.

The Wardrobe service allows Prime members to order from three up to eight products without having to pay for them until they decide to keep them. They have seven days to make up their minds, pay for what they’re keeping and send the rest back.

Wardrobe also offers discounts depending on the value of the items they choose to keep with £5 off for keeping an order of clothes costing £100 or more and £20 off its it’s worth £200 or more.

Prime Wardrobe will be available for thousands of products across most fashion categories with brands and retailers including Calvin Klein, Puma, Lacoste, Levi’s Ted Baker, New Look and LK Bennett taking part.

Xavier Garambois, VP of Amazon EU Retail, said: “Fit is an important factor when it comes to buying clothes and shoes, and with Prime Wardrobe, Amazon Prime members can try their purchases in the comfort of their own home at no extra cost.”

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