Amazon is taking their fashion to the next level with the launch of Prime Wardrobe.\nThis \u201ctry before you buy\u201d subscription service will be exclusive to Amazon Prime members at no additional cost. They will receive anywhere from three to fifteen items of clothing, shoes, or, accessories. They will only pay for what they want to keep and return the rest in 7 days. There will be a 10% discount offered to subscribers that keep 3 to 4 items and a 20% discount to those that keep 5 or more. Brands a part of this subscription service include: Calvin Klein, Levi\u2019s, Adidas, Timex, Carter\u2019s, and more. As of now, there is no official launch date.\n\nAmazon has come a long way since their beginnings as an online bookstore. They went on to sell DVDs, CDS, electronics, and clothing. Prime Wardrobe\u00a0is another stride that Amazon is taking in the evolution of their brand. What other shell shocking fashion deals have they made?\nAmazon’s Acquisition of Zappos\nZappos was created in 1999 by Nick Swinmurn. His intent was to sell the best selection of shoes including top brand, styles, colors, sizes, and widths. After 10 years of business, Amazon purchased the brand in 2009 for over $800 Million. Zappos CEO Tony Heirsch stated:\n\n\u201cWe plan to continue to run Zappos the way we have always run Zappos \u2014 continuing to do what we believe is best for our brand, our culture, and our business. From a practical point of view, it will be as if we are switching out our current shareholders and board of directors for a new one, even though the technical legal structure may be different (Forbes).\u201d\n\nThe addition of Prime Wardrobe pushes Amazon further in the direction to become the ultimate one stop shop. Furthermore,\u00a0it was\u00a0announced a week prior they would be buying Whole Foods for $13.9 Billion. Comparatively to the Zappos situation, Whole Foods will remain operating under their brand name. In turn, Amazon has full access. As the Amazon conglomerate grows, the companies that are purchased become partners and maintain brand awareness. There is currently talks of another deal with Nike selling directly on Amazon. Nike already sells to Zappos along with other Amazon third party sellers.\nLuxury Brands Sold on Amazon\nIt is normal to find high-end brands at discounted prices on Amazon. Currently you can find Michael Kors, Jack Spade, Vivienne Westwood and more. Amazon has strived to find a balance between those lower prices while ensuring designer brands are happy. In adding luxury brands, Amazon has surpassed static images. Clothing is displayed on models along with the model\u2019s body measurements and clothing measurements. Additionally, buyers can view shopper friendly advice such as a shoe running large or small.\nAmazon\u2019s Voice-Activated Stylist\nWhile Amazon has been announcing deal after deal, they are no strangers to adding to their brand name. Echo Look is a $199 voice-activated, hands-free, depth-sensing camera with LED lighting\u00a0 that takes full-length photos and short videos. It is fully equipped with Alexa playing music, sharing news, setting alarms, and more. Additionally, there are thousands of skills including Fitbit and NPR. The ultimate perk of this product is that users can get a second opinion of their outfits and what looks best with Style Check.\n\nStyle Check \u201ccombines machine learning algorithms with advice from fashion specialists.\u201d This service would be amplified as the suggestions that are curated turn into what subscribers receive through Prime Wardrobe. The virtual stylist would match what is received through the subscription service to\u00a0individual \u00a0preferences. Once Prime Wardrobe is officially launched, it will be interesting to see if there is any crossover with Echo Look.\nAmazon\u2019s Two Tech Patents\nThe additions of Echo Look and Prime Wardrobe are just scratching the surface as Amazon plans to expand in online retail. In April, they acquired a patent for on demand apparel manufacturing. The patent reads:\n\n\u201cBy aggregating orders from various geographic locations and coordinating apparel assembly processes on a large scale, the embodiments provide new ways to increase efficiency in apparel manufacturing (Yahoo Finance).\u201d\n\nThis computerized system, will fill orders for suits, dresses, and other garments.\n\nWhile Amazon has served as a go to price comparison for customers, their latest patent will block customers from doing so. At their brick-and-mortar location customers will not be able to compare prices for products. To avoid price comparison problems thus far, Amazon increasingly developed exclusive colors and styles or products. Customers will have to keep this in mind as\nphysical locations since prices will not fluctuate.\n\nWhat\u2019s next for the Amazon fashion empire? They are rapidly adding brands and trumping their retail competition. With the addition of not only top brands but acquiring various patents, they seem to be covering all their bases.