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Amazon is jumping into the try-before-you-buy apparel market

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Amazon is jumping into the try-before-you-buy apparel market

WATCH  |  Amazon really wants you to buy clothes from its fashion closet.

Amazon has been muscling its way into the retail industry for some time now. It's created its own clothing line in the last year and introduced Echo Look, which is an Alexa device for fashionistas. 

Now, it's launching Prime Wardrobe -- a new try-before-you-buy service. Prime Wardrobe is in beta testing but could make its debut later this year. 

With the service, Prime shoppers can order up to 15 pieces to try on at home.

The more you buy, the more you save

Customers have a week to pick what if anything they want to keep from their Wardrobe orders, but the more items you keep (read: buy), the steeper the discounts. If you keep three things, you save 10 percent; keep five or more and save 20 percent.

In this way, Amazon aims to lure reluctant online shoppers to buy from their digital boutique.

Fashion forward

The announcement is the latest in a series of moves by the e-commerce titan to raise awareness about its fashion offerings. And the move comes as retail struggles to keep up with consumers' shifting shopping tastes.

Consumers are increasingly shopping online or on mobile. Retailers have tried to lower the barrier for customers by eliminating shipping and return fees, but offering a try-on-at-home option has proved successful. 

Amazon is jumping into the try-before-you-buy apparel market

WATCH  |  Retail Minded Founder and author of "Retail 101" Nicole Leinbach Reyhle told Circa Amazon's issue is going to be in finding their niche audience, since they're offering is so broad. Rival try-on-at-home players have very defined offerings and customers.

Crowded space

Amazon isn't alone in the try-on-at-home game. Warby Parker, Stitch Fix, Dia & Co, Bomb Fell and Trunk Club are just a handful of players in the space vying consumers.

But as Retail Dive put it, "Despite their popularity among consumers, it’s not clear how these players are doing financially, considering nearly all of them are privately-owned companies."

Still, the services are popular enough that there are rumors Stitch Fix could go public soon.

But that doesn't mean Amazon won't win market share. The e-commerce brand is on its way to becoming the largest apparel retailer in the U.S., Recode reports. Unlike its competitors, Prime Wardrobe doesn't charge shoppers a styling fee.

And these try-on-at-home brands have arrived on the scene at a time when retailers are shuttering brick-and-mortar stores or filing for bankruptcy left and right.

Apparently, Amazon is trying to disrupt every business sector... we're just shopping in it.

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