Amazon Expands Prime Wardrobe With Styling Service

Amazon has introduced Personal Shopper by Prime Wardrobe, a styling service available to Prime members that offers style inspiration and personalized recommendations. Shoppers start by filling out a survey about their style and fit preferences, along with any additional specifics they want to share, and a team of stylists then pulls up to eight recommended items to suit their needs.

Customers are then able to preview the picks and choose the ones they want to try; they can speak directly with stylists through a chat portal if they need to make any further adjustments. Once their selection arrives, they have seven days to choose whether they want to send it back using a re-sealable package with a prepaid label.

The service includes a selection of more than 500,000 items across brands including 7 for All Mankind, Calvin Klein and Levi’s. Currently only women’s clothing is supported, but the retailer plans to add men’s options in the near future.


The service builds on Prime Wardrobe, which was opened to all Prime members in June 2018 following a year-long pilot. The most frequently ordered items during the beta test were Amazon’s private label brands, an area where the retailer has continued introducing new products. The retailer also has launched a brand called The Drop that will partner with various fashion influencers to design exclusive clothing collections.

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