Amazon.com announced Tuesday an expansion of Prime Wardrobe to offer members an exclusive personal shopper styling service. Personal Shopper by Prime Wardrobe will provide consumers with style inspirations and personalized recommendations selected by Amazon Fashion stylists. Users will complete a survey to provide stylists with their size, style and fit preferences, and stylists will choose items that shoppers can review and approve for shipping to their homes. Customers then have seven days to try the items on and pay for what they want to keep, while returning unwanted selections free of charge. Personal Shopper is accessible via the Amazon mobile app for $4.99 per month, currently only offering women's styles with men's coming soon.
Total Retail's Take: While Prime Wardrobe previously enabled Prime members to try-before-you-buy, the program left it up to members to choose their own styles and didn't offer personal stylists. The e-commerce giant is now directly rivaling smaller personalized shopping services such as Stitch Fix and Trunk Club, which have offered the human touch of personal stylists for years. Through its shopper preference surveys, Amazon is bridging artificial intelligence recommendations with personalized human selections and using that customer data to aide its stylists in curating shoppers' wardrobes. Like many other new endeavors by Amazon, it looks like the retail giant is set to enter and ultimately dominate the subscription-based, personalized shopping category.