• just-style/ By Beth Wright

Amazon launches personal styling service for women

  • Users can choose up to eight items from the stylist's picks and enjoy a seven-day 'try-on period,' only paying for what they keep.

  • The service currently covers women's apparel in sizes 0–24 and XS–XXL/3X, as well as women's shoes in sizes 5-12E-commerce giant Amazon has introduced a new styling service for women that provides personalised outfit recommendations from thousands of brands, including 7 for All Mankind, Calvin Klein, Levi's and Adidas.

E-commerce giant Amazon has introduced a new styling service for women that provides personalised outfit recommendations from thousands of brands, including 7 for All Mankind, Calvin Klein, Levi's and Adidas.

Available exclusively for US Prime members, the new 'Personal Shopper by Prime Wardrobe' service involves customers completing a survey about their style, brand, fit, trend, colour and budget preferences to create a Style Profile that can be updated at any time. From this, they may submit a styling request once a month.

"The more information you share, the better we can style you," Amazon says.

Each month, Amazon will notify users prior to the styling date to ask for any specific details, while users can also leave it up to the stylists – who come from varied backgrounds in the fashion, retail, editorial, styling, and creative fields – to prepare a wardrobe update based on the individual Style Profile.

They will select from thousands of brands across clothing, shoes, and accessories and handpick items that suit user preferences as well as specific fashion needs.

The service differs from Prime Wardrobe, in which shoppers fill up a box with items to try on at home.

Instead, Personal Shopper users can preview stylist picks and select which items to ship, with the benefits of no up-front cost, try-on at home period of up to seven days, easy returns with resealable packaging, and pay only for what they decide to keep. There is also an option to provide feedback to improve the next set of picks.

Personal Shopper by Prime Wardrobe is available for Amazon Prime members (Amazon Prime paid and 30-day trial memberships and Amazon Prime Student paid and six-month trial memberships), and members of their Amazon Household at a cost of US$4.99 a month.

The service currently covers women's apparel in sizes 0-24 and XS-XXL/3X, as well as women's shoes in sizes 5-12. Amazon notes while Personal Shopper is launching for women's styles, it also hopes to expand it for men.

Amazon has made no secret of its desire to dominate in the apparel space and over the last few years has been building up its private-label clothing lines, as well as taking on a raft of brands such as Nike, Under Armour, Hanes and Gildan Activewear.

The internet giant launched its first athleisure private brand, Aurique, in September of last year, adding to its portfolio of private brands which includes Truth & Fable, an occasionwear brand for women; Find, a street style inspired brand for men and women; Iris & Lilly, a contemporary lingerie label for women; and Meraki, a premium basics brand offering menswear and womenswear.

In June it unveiled an AI-powered feature that helps consumers find clothing on its website based on a photograph or screenshot.

Earlier this year, Amazon overtook Walmart as America's most-shopped retailer for apparel, according to an annual US survey by Coresight Reseach.

Personalisation is a growing trend within retail and is led by companies such as Stitch Fix in the US – which recently launched in the UK – as well as Thread, which offers menswear, and Endource, which has an annual personal shopping subscription service called E.

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