Amazon has announced it will be ending its ‘Try Before You Buy’ program on January 31, 2025. This marks the end of a six-year experiment that allowed Prime members to order clothes, shoes, and accessories and try them on at home before committing to a purchase.
Launched in 2018 as an expansion of the ‘Prime Wardrobe’ pilot program, ‘Try Before You Buy’ aimed to address a key challenge in online apparel shopping: uncertainty about fit and style. Customers could order up to six items, try them on for seven days, and only pay for what they kept. Returns were free, encouraging experimentation and reducing the risk associated with online fashion purchases.
Did the experiment succeed?
The program gained significant traction in its early stages, particularly among frequent online shoppers and those seeking a more convenient alternative to traditional dressing rooms. It offered a unique value proposition in the competitive fashion e-commerce landscape, driving customer engagement and loyalty. Indeed, ‘Try Before You Buy’ significantly impacted the fashion and apparel sector. It allowed brands to reach a wider audience, gather valuable customer feedback, and reduce return rates associated with sizing and fit issues.
Table: Impact and reach of the experiment
|
Metric |
Impact of ‘Try Before You Buy’ |
|
Customer Engagement |
Increased customer interaction with fashion products |
|
Brand Reach |
Expanded market access for apparel brands |
|
Return Rates |
Potentially reduced returns due to improved fit selection |
|
Customer Satisfaction |
Enhanced the online shopping experience for fashion items |
In fact, several brands reported positive results from participating in the program. However, despite its success, Amazon has decided to discontinue the program. The company cites the increasing use of AI-powered tools like virtual try-on, personalized size recommendations, and improved size charts as reasons for this decision. Amazon's decision to end it reflects a broader trend in the industry towards leveraging technology to enhance the online shopping experience. While the program provided a valuable service, the company believes that its AI-powered features can now offer a more efficient and scalable solution to address fit and style concerns.
However, the end of ‘Try Before You Buy’ raises questions about the future of similar programs and the role of the model in online fashion retail. Will other companies follow suit, or will alternative solutions emerge to bridge the gap between online and in-store shopping experiences?
As technology continues to evolve, the fashion e-commerce landscape is likely to undergo further transformations. Whether AI-powered tools can fully replicate the benefits of physically trying on clothes remains to be seen. But one thing is certain: the quest for the perfect online shopping experience continues.
