Amazon to End Popular Prime Membership Benefit

Amazon Prime has quickly become a go-to service for millions of users in the U.S., offering perks like free shipping, Prime Day discounts, and a free Grubhub+ membership. The subscription service, priced at $139 annually (or $14.99 a month), has experienced explosive growth over the years. Just eight years ago, Prime had 99 million U.S. subscribers, but in 2024, that number has nearly doubled, reaching 180 million, according to Yaguara.

Ad

This growth has been a significant revenue driver for Amazon, with the company reporting $11.2 billion in subscription service revenue in the third quarter of 2024—an 11% increase from the previous year.

Despite this surge in Prime memberships, Amazon is making a notable change to one of the services that Prime members love.

Advertisement

"Prime Try Before You Buy" Service Is Ending

Amazon has announced that it will be discontinuing the "Prime Try Before You Buy" service, which was introduced in 2018. This service allowed Prime members to select clothing, shoes, jewelry, and accessories to try on before deciding to purchase. Members could choose up to six items to try for seven days, with the option to return any unwanted items at no additional cost.

A message now appears on the "Prime Try Before You Buy" page on Amazon’s website, informing customers that the service will be shut down on January 31.

Why Is Amazon Making This Change?

Amazon explained the decision by pointing to how shopping habits have shifted, particularly with the use of newer features designed to help customers find the right fit. An Amazon spokesperson mentioned that more people are turning to the company’s AI-driven tools, like virtual try-on options and personalized size recommendations. These features, along with more accurate size charts and review highlights, have helped customers feel more confident in their purchase choices. Because of this, Amazon has decided to phase out "Prime Try Before You Buy."

This change has led to frustration among some shoppers, especially those who relied on the service to find the correct shoe size. Many expressed their disappointment on Reddit, with some users noting that this service was especially helpful for determining the right fit before making a purchase.

Comment
byu/Wandering_always from discussion
inamazonprime

Comment
byu/owldown from discussion
inABraThatFits

Amazon’s Increasing Reliance on Technology for Shopping

Amazon has been leaning more into technology to improve the shopping experience, particularly with fashion. In January 2023, Amazon introduced new tools to assist customers in selecting the right sizes. One of these features includes a deep learning-based algorithm that provides size recommendations based on a customer’s past purchases, adjusting as their size needs evolve.

Additionally, Amazon’s technology now includes more detailed size charts and highlights from customer reviews to guide shoppers toward the best choice. The company has made significant investments in these tools, believing they offer a more personalized and efficient shopping experience than traditional try-on options.

CEO Andy Jassy has discussed how Amazon is continually refining these digital tools to make shopping easier for consumers. He pointed out that Amazon Web Services (AWS) has been integral in advancing AI capabilities, including the introduction of AI Shopping Guides that simplify product research and match consumers with the best options for their needs.

The Future of Shopping at Amazon

Although the end of "Prime Try Before You Buy" may be disappointing for some, Amazon’s move toward embracing technology reflects broader trends in the online shopping world. With more customers relying on digital tools for size recommendations and product selection, Amazon is betting that these innovations will provide a better overall experience.

While traditional try-on services may be phased out, the new AI-powered features show that Amazon is adapting to the future of shopping, aiming to streamline the process for customers while keeping pace with the evolving retail landscape.

Also Read: Amazon Successfully Tests Drone Delivery in Italy, Prepares for European Launch