Amazon to shut down ‘Try Before You Buy’ rival to Stitch Fix

Amazon is shutting down its “Prime Try Before You Buy” service, a feature that allowed Prime members to try on clothes, shoes, and accessories before committing to a purchase.

The service will end on January 31, 2025, according to a notice on Amazon’s website. The announcement directs users to explore Amazon’s fashion homepage instead.

“Prime Try Before You Buy will end on 01/31/2025. Shop Amazon Fashion to find our full selection of fashion items,” the message reads.

This decision is part of a broader strategy by Amazon CEO Andy Jassy to trim expenses across the company. Over the past two years, Amazon has undergone significant restructuring, including the largest layoffs in its history—impacting over 27,000 employees—and shutting down various experimental ventures. These included a fast brick-and-mortar delivery service, a telehealth program, and a video-calling device for kids.

An Amazon spokesperson confirmed the news, which was first reported by The Information. In a statement to CNBC, they explained the rationale behind the decision:

“Given the combination of Try Before You Buy only scaling to a limited number of items and customers increasingly using our new AI-powered features like virtual try-on, personalized size recommendations, review highlights, and improved size charts to make sure they find the right fit, we’re phasing out the Try Before You Buy option, effective January 31, 2025.”

Amazon launched the service in 2017 under the name “Prime Wardrobe” and was exclusive to Prime members. Subscribers paying $139 per year could try a mix of luxury and everyday brands, including Amazon-owned labels, and return unwanted items within seven days at no extra cost.

Its approach was similar to companies like Stitch Fix, Rent the Runway, and Urban Outfitters’ Nuuly. However, as Amazon shifts focus to features powered by artificial intelligence, including virtual try-ons and personalized recommendations, the company seems to be steering away from physical-first experiments like this one.

The closure of “Prime Try Before You Buy” reflects Amazon’s current priority: aligning resources with initiatives that promise broader scalability and higher returns. For now, users interested in Amazon’s fashion offerings will need to explore other options within the company’s ecosystem.