Amazon has made an unexpected announcement regarding the closure of its Prime Try Before You Buy program, which will end on January 31, 2025. This service allowed Prime members to try on clothes at home before making a purchase and has been a notable feature since its launch in 2018, originally called “Amazon Wardrobe.”

According to The Information, the decision comes as part of Amazon’s broader strategy to streamline its offerings and reduce costs, echoing a series of cost-cutting measures that have included significant layoffs and the closing of physical stores.

Maxine Tagay, an Amazon spokesperson, highlighted two primary reasons for this discontinuation: the service’s limited scalability to a broad range of products and a noticeable shift among customers towards newer, AI-driven features.

The Prime Try Before You Buy program was somewhat akin to a simplified version of subscription box services like Stitch Fix, where customers could order up to six clothing items, try them for a week, and then decide what to keep or return. This model was particularly appealing because it mitigated the risk of buying clothes online without a physical try-on, addressing one of the biggest hurdles in e-commerce fashion.

However, the logistics of handling returns from such a service can be costly. Each returned item must be inspected, re-packaged, and sometimes even restocked or liquidated, a process that doesn’t always make financial sense for every piece returned.

Tagay pointed out that Amazon has been pushing forward with innovative AI solutions like:

• Virtual Try-On: An AR feature that lets users see how shoes look on their feet via their smartphone camera, currently available for select brands.
• Personalized size recommendations: This uses large language model (LLM) technology to analyze customer feedback and adjust size recommendations accordingly, aiming to reduce the need for returns due to fit issues.

Amazon’s decision to end this program doesn’t occur in isolation. As CNBC has noted, the company has been on a path of reducing expenses since 2022. This includes not only massive layoffs but also pulling back from certain ventures like physical bookstores and some grocery initiatives. This move with Prime Try Before You Buy can be seen as another step in that direction, focusing on what drives efficiency and profitability.

For Prime members accustomed to this service, the change might be disappointing. They now must either rely on Amazon’s AI tools for sizing or revert to standard online shopping with the option for returns. However, Amazon assures that its apparel selection remains accessible with fast, free shipping and easy, free returns, maintaining the convenience that has long been a hallmark of Prime membership.

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. Of course, customers will continue to enjoy fast, free shipping, with easy, free returns on our full apparel selection.