Prime Wardrobe. New Amazon Service Appears to Address a Key Shopping Worry- eMarketer

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Prime Wardrobe. New Amazon Service Appears to Address a Key Shopping Worry

Many shoppers fret about getting quick refunds for returns

Amazon rolled out a service aimed at easing consumer resistance to shopping for clothes online, Prime Wardrobe, which allows customers to order items, try them on, and return what they don’t like—all before being billed.

The new feature appears to address a complaint that many shoppers have when it comes to shopping for clothes online: They worry about getting prompt refunds for items they have returned.

A survey of digital buyers by Narvar in June highlighted that concern. More than a quarter of the buyers expressed concern about getting a refund. And another 14% simply felt refunds took too long.

Prime Wardrobe’s billing process theoretically solves for that.

But the service doesn’t necessarily solve for another consumer irritant: Many digital shoppers don’t like the process of returning purchases that were made online.

Narvar’s study found significant numbers of surveyed consumers were likely to see in-store returns of digital purchases as the easier option.

Programs similar to Prime Wardrobe have been tried by other retailers with limited success, but Amazon’s incredibly broad product mix, plus its market-leading logistics network, could be difference-makers.

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