Stitch Fix  (SFIX) – Get Report shares fell Tuesday after Amazon.com expanded its personal shopping platform to include men’s fashion.

Stitch Fix recently traded at $27.07, down 1.56%. The stock has risen 5% year to date.

Amazon’s move is a direct shot across the bow at Stitch Fix, a titan in the online personal shopping arena. Amazon’s service is available on mobile devices only for U.S. Prime customers. It’s called Personal Shopper by Prime Wardrobe, and was introduced for women’s fashion in July 2019.

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