The last few weeks have been undoubtedly very momentous for Amazon. With a series of aggressive moves, the Seattle ecommerce giant has announced new products, new services and business acquisitions. However, its boldest move might not be the much-debated, and definitely over-analyzed, Wholefoods deal, but the launch of the new Amazon Wardrobe for Prime members. Announced on June 20th, a few days after the groceries' deal, the service has been described "another nail into the department store coffin,” by Wells Fargo analyst Ike Boruchow.

As it has done before, Amazon has taken an emerging trend and brought it a step further towards customer satisfaction. In this case, Amazon has taken the box delivery model and enhanced it with better terms for its customers.



Amazon Wardrobe let Prime customers choose from a minimum of 3 up to 15 garments to try on at home for free, shipping is also free both ways. Customers have seven days to decide what to keep and what to return. The more garments they keep the higher the discount they get on their purchase: 10% off if they keep 3 items, 20% off if they keep 5 items.

Similar online box services such as TrunkClub, FiveFourClub and StitchFix, send only 5/6 items at the time, and the garments are chosen by an algorithm based on a style questionnaire filled up at subscription. Unlike these services, Amazon Wardrobe doesn't require a subscription with a regular monthly delivery, its customers are free to decide what and when to order. Not all fashion items will be available for prime Wardrobe, but Amazon video announced that millions are going be included.

In the last three years Amazon has been pushing hard to position itself in the fashion retail sector: from expanding the pool of brands it sells directly, and Nike was just the last one to join them last week, to the launch of several new private labels. And it definitely looks like it is succeeding. Industry analysts forecast that, this year, the ecommerce juggernaut will surpass Macy's to become the largest US fashion retailer.



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