Amazon Prime Wardrobe Wants To Be Your Favorite Fashion Subscription Service

Just days after Amazon’s (NASDAQ:AMZN) buzzworthy announcement that it is acquiring organic grocery chain Whole Foods Market (NASDAQ:WFM) , the e-commerce giant has unveiled a new tier to its Prime membership.

Dubbed Prime Wardrobe, this newly-announced component to Amazon’s growing retail division is comprised of subscription-based boxes filled with clothing, shoes, and other fashion accessories of your choosing. Customers can pick from brands like Calvin Klein, Adidas (OTC:ADDYY) , Levi’s, Timex, Lacoste, and more.

Customers must pick at least three items, and once the Prime Wardrobe box arrives at your home, you have seven days to try on and decide of the items you picked are right for you. For the items that you have decided not to keep, just drop off at a UPS location or schedule a free pick-up; the boxes are resealable and come with a prepaid label for this purpose.

With Prime Wardrobe, customers are able to fill up a box with various apparel items at no upfront cost, and only pay for the items they end up liking and keeping. It’s a “service that brings the fitting room to you, so you can try the latest styles and find your perfect fit before you buy,” said Amazon.

And, if you really hit the shopping jackpot and keep five or more items from an order, Amazon will give you 20% off.

Subscription Fashion

Prime Wardrobe mimics popular subscription fashion companies like Stitch Fix, Le Tote, and Trunk Club, which is owned by Nordstrom (NYSE:JWN) . Stitch Fix, for example, costs $20 per box, and after answering a questionnaire, you’re connected with a personal stylist that selects three pieces of clothing and two accessories for you. The $20 fee is applied towards any items you purchase, and if you buy all five items, you get 25% off the entire purchase.

Le Tote works similarly, but costs $49 per month. After creating a style profile, you’re also connected with a personal stylist, who then fills a box with three pieces of clothing and two accessories. While you can keep and wear the items from your box for as long as you like, you’ll be charged $59 on the same day every month. You can also keep any of the items; just send the rest back and the company will charge your credit card.

Trunk Club, on the other hand, elevates the stylist experience, but doesn’t consider itself a subscription service. It has “Clubhouses” across the country where you can visit and try on a curated selection of clothing picked out just for you. Or, a stylist will send you “trunks” of personalized clothing to your home; you’ll have five days to try everything on at home, and a $25 styling fee will be credited towards whatever you choose to keep.

It’s clear that Prime Wardrobe aims to be somewhere in the middle of these three fashion services, and hopes that its Prime distinction will help it stand out. It’ll be interesting to see how Amazon integrates its Echo Look, which is the company’s latest Alexa-powered device that can take photos and videos of you in your favorite outfit. Amazon will likely want to boost its in-house fashion brands like Lark & Ro too, and offering discounts on these labels if you use Prime Wardrobe could be a simple way to do that.

Prime Wardrobe is currently in beta, but you can sign up to be notified when it officially launches.

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