Amazon Prime Wardrobe launch brings try before you buy to UK

Amazon has launched its try-on-first Prime Wardrobe service in the UK, four months after rolling out in the US market and a week after introducing it in Japan.

Prime has developed from its early days of offering free/next day delivery to a wide range of benefits, the newest addition being the possibility to trial clothes before deciding whether to buy them or not. Which Amazon is hoping will lead to both larger orders and more satisfied customers. 

The concept involves customers being able to purchase between 3 to 8 items of clothing and having a week to decide whether they intend to keep them or not. It is only at this point that the customer is charged for the items they haven't returned. 

Current retailers that are involved include Calvin Klein, Puma, Lacoste, Levi’s Ted Baker, New Look and LK Bennett.

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