a person sitting on a table: As of this week, the platform is officially expanding its purview to include men’s fashion.


© Hearst Owned
As of this week, the platform is officially expanding its purview to include men’s fashion.

By now we’ve established that you’re a pretty stylish dude. We can be honest here, right? We know each other pretty well at this point. So I’ll let you in on a little secret. Sometimes *lowers voice conspiratorially* being a pretty stylish dude is tough work. Sometimes, in fact, being a pretty stylish dude can damn-near feel like a burden.

For those times, few and far between though they may be, it’s handy to have some backup around. And if the burden of being a stylish dude has been feeling particularly heavy as of late, backup is indeed here in the form of Amazon’s brand-spanking-new (for men, that is) personal shopping service.

If I had to hazard a guess, I’d say you’re probably not doing too much of your clothing shopping on the world’s largest retailer. Well, Amazon’s personal shopping service is looking to change all that, and I’ll be damned if it’s not making a compelling argument right out of the gate. Billed as Personal Shopper by Prime Wardrobe (whew), the monthly styling service exclusively available to Prime members initially launched last year featuring an enviable roster of go-to women’s brands. As of this week, the platform is officially expanding its purview to include men’s fashion from the likes of Adidas, Carhartt, Lacoste, Levi’s, and the retailer’s own impressive—if slightly shadowy—cabal of in-house labels. (I’m kidding, I’m kidding! Mr. Bezos, please call off your drones. The buzzing is really starting to annoy my neighbors.)



a bag of luggage sitting on top of a suitcase: Personal Shopper by Prime Wardrobe includes staples and statement pieces alike from brands big and small.


© Amazon Prime
Personal Shopper by Prime Wardrobe includes staples and statement pieces alike from brands big and small.

With the launch of a personal shopping service for men, Amazon looks to plant its flag firmly

Amazon is trying to make fashion easier for men.



a person sitting on a table


© Amazon


The company is expanding its Personal Shopper feature, which launched last year for women’s clothing, to include menswear.

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For $5 a month, Amazon Prime customers can choose up to eight items of clothing to have shipped to them to try on. They pay for the ones they want to keep, and ship the rest back for free within seven days.

The service also allows shoppers to make specific attire requests, for, say, a Zoom job interview.

The expansion comes during a difficult time for clothing retail.

Employers’ work-from-home mandates, along with mass unemployment ushered in by the pandemic, have transformed the concept of workwear, which is increasingly merging with athleisure styles that prioritize comfort and function.

Over the summer, Brooks Brothers, the menswear brand that became synonymous with the classic Wall Street banker look, filed for bankruptcy. Men’s Wearhouse is also struggling.

Online sales are a bright spot for many retailers, however.

And the pandemic has bolstered Amazon’s e-commerce dominance. It reported $88.9 billion in sales during its latest quarter ending June 30, up 40% from the same period a year earlier.

The expanded personal shopper service puts Amazon in direct competition with Stitch Fix, a clothing subscription company with a similar buy-what-you-like model. Stitch Fix reported a bigger-than-expected net loss last quarter, but its stock is still up 5% this year.

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  • Amazon expanded its Personal Shopper by Prime Wardrobe service to include men’s clothing. 
  • For $4.99 a month, shoppers can get shipments of items that are curated based on their preferences.
  • Amazon has been looking to be a dominant player in fashion for some time. Personal Shopper is a clear play for Stitch Fix’s turf.
  • Visit Business Insider’s homepage for more stories.

Amazon now has even more ways to gets clothes into its Prime members’ hands. 

This week, it expanded its Personal Shopper by Prime Wardrobe service to include men’s clothing.

At $4.99 a month, Personal Shopper is an extension of the e-commerce giant’s Prime Wardrobe offering, sending shoppers a box of items selected based on their preferences. Like with Prime Wardrobe, Personal Shopper customers can try on items at home before they’re charged for what they want to keep.

The men’s service includes items from brands like Levi’s, Adidas, Scotch & Soda, and Carhartt, as well as Amazon’s private labels.

Personal Shopper was first launched for women’s clothing in July 2019. According to an Amazon  spokesperson, “hundreds of thousands” of people have since set up profiles for Personal Shopper. 

Personal Shopper is only available on mobile, through Amazon’s app or on its mobile website.

The Amazon spokesperson said that customers have ordered more than one billion fashion items on mobile in the last year. 

Amazon has been trying to break into fashion in a meaningful way for quite some time. In May, it teamed up with Vogue and the Council of Fashion Designers of America to launch a digital storefront for high-end designer goods.

Personal Shopper is a clear competitor to algorithmic styling services like Stitch Fix and Trunk Club, the latter of which is owned by Nordstrom.

Stitch Fix reported a net loss of $44.5 million for the fourth

Amazon is expanding its personal shopping service to cover men’s fashion. For $4.99 a month, Amazon Prime members can be sent monthly packs of personalized clothes that match their style and budget based on an introductory survey. They can choose eight items to be shipped to their home for free, with a seven-day try-on period and free returns.



a bag of luggage: A seven-day try-on period and free returns.


© Image: Amazon
A seven-day try-on period and free returns.

The service, dubbed Personal Shopper by Prime Wardrobe, originally launched for women’s fashion in July last year. It’s Amazon’s answer to Stitch Fix, one of the leaders in online personal shopping. Rather than a monthly subscription, Stitch Fix charges a $20 “styling fee” whenever users request a new package of clothing (the frequency of which depends on the customer). This $20 payment is then credited towards any clothes they buy.

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Personal Shopper by Prime Wardrobe for men will include a number of established brands including Adidas, Lacoste, Carhartt, and Levi’s, as well as Amazon’s own in-house brands, reports TechCrunch. New customers will take a style survey to uncover their preferences, and subscribers can also make special requests, like a new suit for a job interview.

Right now the service is only available on Amazon’s mobile app for US Prime customers. The service is an expansion of Amazon’s Prime Wardrobe feature, included with Prime memberships. This also offers shipments of up to eight clothing items, with free returns and no payments until customers decide what they want to keep. The only difference is that for $4.99 a month, Personal Shopper will select those clothing picks for each customer.

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