Amazon believes that using artificial intelligence to help you choose clothing is more effective than returning items that don’t fit well.
The 'Try Before You Buy' program will be replaced by the Virtual Try option.
Amazon has decided to replace its "Try Before You Buy" program with a feature called "Virtual Try-On." This change reflects a growing trend in e-commerce, where physical trials are being replaced by digital experiences.
The "Try Before You Buy" initiative was launched in 2017 as part of Prime Wardrobe, allowing users to receive up to six garments, try them on at home, and only pay for what they decided to keep, thus avoiding uncomfortable fitting rooms. Despite its popularity, Amazon has opted to discontinue this program at the end of January, preferring that users rely on its artificial intelligence (AI) tools to find the perfect fit.
According to a company statement, the original program had limitations regarding the number of available items and needed to adapt to new consumer preferences, with many already using tools like personalized size recommendations and virtual try-ons. Amazon emphasizes that AI can provide a more efficient shopping experience by eliminating the wait for the delivery of physical items.
The virtual try-on feature is an innovative augmented reality tool that allows users to visualize how different products, like shoes or makeup, would look without leaving their homes. Additionally, the personalized size recommendation system is based on the customer’s purchase and return history, along with feedback from other users, to suggest the most appropriate size.
While many users may be disappointed by the disappearance of "Try Before You Buy," Amazon assures that its free return policy will remain in effect for most purchased items, allowing shoppers to continue using traditional strategies like "ordering three sizes and hoping for the best."
This shift towards digital solutions is not just a specific strategy of Amazon; it is solidifying as a broader trend in retail, where artificial intelligence is becoming an increasingly prevalent tool in online shopping. It remains to be seen whether consumers will enthusiastically embrace this new era of virtual assistance or if they will miss the ritual of trying on clothes at home.
