Amazon wants to curate your wardrobe with new personal stylist service

Amazon is launching a personal shopper service that acts as an at-home stylist.

The retail giant has unveiled ‘Personal Shopper by Prime Wardrobe', a styling service for Amazon Prime members that will see them offered a personalized selection of fashion pieces from across its womenswear selection of clothing, accessories and footwear. After completing a survey, up to eight pieces per month are chosen by stylists based on customers' size, budget and style, and shoppers can review them before having them sent to their home for a seven-day try-on period at no upfront cost. Clients can then purchase pieces, or return them using the retailer's resealable packaging.

Ther service, which will cost Prime members $4.99 per month, allows shoppers to alert Amazon monthly to the kind of clothes they would like to see in their upcoming selection. Pieces can also be previewed by the customer before they are shipped. The Personal Shopper by Prime Wardrobe will draw from thousands of brands including Rebecca Taylor, AG Adriano Goldschmid, 7 for All Mankind, Calvin Klein, Levi's, adidas, Champion and Amazon Essentials.

Personal shopping services have grown rapidly over the past few years: Stitch Fix, is one such success story, with the online personal styling service adding a children's platform to its business model last year. Retailers such as Walmart and Nordstrom have also experimented with the concept -- last June saw Walmart launch a concierge shopping service called Jetblack offering ‘curated shopping recommendations', while Nordstrom unveiled its ‘Nordstrom Local' concept back in 2017, an alternative to the traditional store that offered shoppers access to Personal Stylists.