Amazon Fashion Launches Custom Clothing: Made to Order

Amazon is introducing a new service called Made for You, enabling customers to design personalized clothing, starting with custom-fit T-shirts. This innovative offering allows shoppers to create a T-shirt tailored to their precise measurements.

Unlike some competitors that utilize mobile scanning technology, Amazon Fashion’s Made for You service asks users to submit their height, weight, preferred body type, and two photographs for accurate measurement and a personalized fit.

Once users have provided the necessary information, they can select from a range of eight different colors, along with their desired sleeve length, shirt length, neckline style, and fabric type.

As a unique feature, the shirts can even be personalized with the customer’s name printed on the label.

Before finalizing their order, customers can preview their customized product on a virtual model, ensuring satisfaction with the design. This feature is accessible through both the Amazon website and the Amazon app.

These custom-made shirts are priced at $25 and are available to all Amazon customers throughout the U.S., regardless of Prime membership status.

To promote the new service, Amazon is collaborating with influencers such as Blake Scott (650K Instagram followers), Caralyn Mirand (253K Instagram followers), and Sai de Silva (330K Instagram followers), who are showcasing the feature in Amazon’s marketing materials.

Traditionally, custom clothing is considered a premium offering, but this service aims to make it more accessible. This can be particularly beneficial for individuals who find it difficult to achieve a good fit with standard sizing. However, the service also appears to be a strategic move by Amazon to gather valuable customer data for its fashion business.

Amazon positions Made for You as part of its broader commitment to resolving common challenges in online shopping, specifically addressing issues related to size and fit. The company intends to expand the service over time, incorporating additional styles and options based on customer input.

Amazon has been actively developing its fashion segment for several years, previously experimenting with the Echo Look camera to assist users in evaluating their style choices. Currently, Amazon leverages data from its #FoundItOnAmazon social feature to provide images for “Style by Alexa,” offering fashion inspiration and driving sales. Additionally, through Prime Wardrobe and its styling service, Amazon strives to understand customer preferences and automate the shopping experience by curating personalized selections for home try-on.

While Amazon has not detailed how the collected data will be utilized beyond the customization of clothing, the company assures customers that the data is securely stored and can be deleted at any time through the profile settings on the Made for You homepage. Amazon also states that uploaded photos are not retained and are immediately deleted after being used to create the virtual model and determine measurements.

As Amazon continues to refine the online apparel shopping experience, these advancements could potentially extend to other areas, such as enhancing its numerous private label apparel brands. The additional data on actual customer sizing could also enable the retailer to improve the fit of its clothing. It is also possible that Amazon is developing systems that could eventually allow customers to determine their correct size simply by uploading a photo.

Made for You is now available in the U.S. on both web and mobile platforms.