Amazon Axes “Try Before You Buy” Service, Citing Shift to AI-Powered Features
In a move to streamline operations and cut costs, Amazon is discontinuing its “Try Before You Buy” service, a fashion feature that allowed Prime members to test out clothes, shoes, and accessories before committing to a purchase. The service, which was previously known as Prime Wardrobe, will come to an end on January 31.
A Shift Towards AI-Driven Shopping Experiences
According to an Amazon spokesperson, the decision to phase out Try Before You Buy is driven by the growing popularity of AI-powered features, such as virtual try-on, personalized size recommendations, and review highlights. These features have become increasingly important for customers looking to find the right fit without having to physically try on items.
Cost-Cutting Measures Across the Board
The discontinuation of Try Before You Buy is just the latest example of Amazon’s efforts to rein in costs across the company. In recent years, the e-commerce giant has implemented the largest layoffs in its history, cutting over 27,000 jobs, and shuttered several experimental projects, including a speedy brick-and-mortar delivery service and a telehealth offering.
The Rise of Virtual Shopping Experiences
Try Before You Buy, which was launched in 2017, was only available to Prime members, who could test out a range of luxury, staple, and Amazon-owned brands. However, with the rise of AI-powered features, customers are increasingly turning to virtual shopping experiences to find the perfect fit.
What’s Next for Amazon Fashion?
As Amazon phases out Try Before You Buy, customers will be directed to the company’s fashion homepage, where they can explore a range of AI-driven features and services. With the fashion industry increasingly moving towards virtual and personalized shopping experiences, it will be interesting to see how Amazon adapts and evolves its fashion offerings in the coming months.
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