4. Prime’s ‘Try Before You Buy’
Shopping for clothes online has become the mainstream alternative to physically going to a store but adds the risk that the item doesn’t fit or suit your style. To combat this problem, Amazon introduced a “Try Before You Buy” perk in 2017.
Prime members can order items including clothing, shoes, and accessories, and have seven days to try on the items before returning the ones you don’t like at no cost to you.
Cooper Smith, then-director of Amazon IQ Research at Gartner L2 told USA Today in 2018 that the feature was important for Prime customers who don’t want to trek to a store and could help the company sell more high-priced fashion items. Amazon has “been selling a lot of clothing, but they haven’t been able to sell fashion,” Smith told the outlet. “Fashion brands want to reach Prime users.”
