Amazon to Discontinue a Popular Prime Membership Perk

Amazon Prime members are about to lose a beloved benefit as the e-commerce giant makes changes to its subscription offerings. The announcement comes amid Prime’s ongoing growth in the United States, where the service has become a cornerstone of Amazon’s business strategy.

Amazon Prime’s Unparalleled Growth

Since its launch, Amazon Prime has revolutionized online shopping with perks like free shipping, one-day delivery, exclusive discounts, and even a complimentary Grubhub+ membership. At $139 annually (or $14.99 per month), Prime continues to attract millions of subscribers.

In 2024, Amazon Prime reached 180 million U.S. subscribers, nearly doubling its 99 million-member count from just eight years ago, according to data from Yaguara.

Amazon’s 2024 third-quarter earnings report revealed that subscription services, including Prime membership fees, generated $11.2 billion in revenue, an 11% increase compared to the same period last year.

A Popular Prime Feature Comes to an End

Despite Prime’s ongoing success, Amazon has announced it will discontinue its “Prime Try Before You Buy” service, effective January 31, 2025.

This service, which launched in 2018, allowed Prime members to try on clothing, shoes, jewelry, and accessories before purchasing. Customers could select up to six items to try for a seven-day period, returning unwanted items for free.

A notification on Amazon’s Prime Try Before You Buy page now warns users of the upcoming shutdown.

Why Amazon is Phasing Out the Service

Amazon attributes this decision to the rise of artificial intelligence (AI) tools that make shopping more efficient.

“Given the combination of ‘Try Before You Buy’ only scaling to a limited number of items and customers increasingly using our new AI-powered features like virtual try-on, personalized size recommendations, review highlights, and improved size charts, we’re phasing out the Try Before You Buy option,” an Amazon spokesperson told TheStreet.

AI Takes Center Stage in Amazon Fashion

Amazon’s growing reliance on AI in its fashion segment signals a broader shift in how the company enhances the shopping experience.

In January 2024, Amazon introduced a suite of AI-powered features, including:

• Virtual Try-On: Allows customers to see how items will look on them.
• Personalized Size Recommendations: Deep-learning algorithms adapt to customers’ sizing needs over time.
• Improved Size Charts: Tailored suggestions based on previous purchases and reviews.
• Review Highlights: Summarizes feedback from other customers to help inform purchasing decisions.

The company emphasized that its AI technology evolves with customers’ needs. For example, if a parent buys children’s clothing, the algorithm might suggest larger sizes in the future as children grow.

Customer Reactions

News of the service’s termination has sparked disappointment among some Prime members. Discussions on Reddit highlighted frustrations about losing a feature that many considered a convenient way to shop for clothing.

While Amazon’s AI-powered tools may offer alternative solutions, some customers feel the personal touch of trying items before purchase cannot be fully replaced.

A Strategic Shift

As Amazon leans into AI-driven innovation, it demonstrates the company’s confidence in technology to address customer needs. By retiring “Prime Try Before You Buy,” Amazon is doubling down on scalable, tech-forward solutions that streamline the shopping experience.

For Prime members, the loss of this feature underscores the evolving nature of subscription benefits as Amazon continues to refine its offerings in response to changing consumer habits.