Shopping on Amazon Gets Real with New Personal Styling Service


This week Amazon announced the addition of a styling service to its Prime Wardrobe apparel box offering, called Personal Shopper. Starting at $5 a month for Prime members, the service will give personalized recommendations based on submitted customer information. While they’ve launched the service for women’s apparel, Amazon said it also plans to expand the styling service to men’s.

With this addition, Amazon is further penetrating the fashion marketplace, and directly competing with Stitch Fix and other box services that offer personal styling. A seemingly natural step forward after the addition of its innovative StyleSnap in June 2019 – the AI and deep knowledge-based technology that finds and recommends Amazon fashion pieces based on images customers upload.

Amazon is now a preferred retailer in the apparel space. In a recent poll asking where customers purchased clothing and shoes in the past year, 54% of respondents claimed they shopped at Amazon, compared with Walmart at 47%. They’ve also increased the amount of private labels in 2019, which currently total 109, and is now outpacing Walmart as the largest apparel seller.

This also signals to one of Amazon’s strengths: finding services and offerings that customers want and need, and then making them more affordable to customers.