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Amazon brings personalized shopping to scale

Amazon’s newest service for Prime members helps them find their personal style – for a monthly fee.

The e-tail giant is launching Personal Shopper by Prime Wardrobe, a styling service for women’s fashion products only offered to Prime members. For a monthly fee of $4.99, customers can create a style profile based on broad preferences including style, fit, and budget.

Amazon stylists then curate outfits using clothing, shoes, and accessories that fit the customer’s individual preferences, budget, and fashion needs. According to Amazon, curation is based on a combination of technology and stylist input. With no up-front cost, customers can sample the items during a try-on-at home period of up to seven days, return items they do not want with Amazon’s resealable packaging, and pay only for what they decide to keep.

The $4.99 fee covers one personal styling per month. If customers do not make a specific styling request, Amazon will select items based on their style profile, which can be updated at any time. Once items are selected, customers are notified via email and can view previews of their picks. In order for a box to ship, they must select between two to eight items. If customers do not want to ship at least two items, they can provide feedback on their picks which will be sent to stylists to assist future curations.

The Personal Shopper by Prime Wardrobe assortment includes brands such as 7 for All Mankind, Calvin Klein, Levi’s, AG Adriano Goldschmied, Rebecca Taylor, Champion, adidas, Amazon Essentials, and Daily Ritual.

Amazon has been offering “try before you buy” subscription box services to Prime members with its Prime Wardrobe service, which is offered free to eligible members. However, Personal Shopper by Prime Wardrobe is the latest in a growing selection of curation services Amazon is launching.

A new site section on Amazon, The Drop, offers style collections curated by social media influencers. Each piece is individually made on-demand and delivered within a few weeks. Amazon’s new Off to College online college store features influencer-curated style guides. In June, the e-tailer debuted a visually-oriented, artificial intelligence (AI)-based mobile shopping feature called Amazon StyleSnap that enables consumers to take a photograph or screenshot of an apparel item or entire look that they like. Amazon automatically recommends matching items, curating recommendations with AI.
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