The e-commerce giant Amazon is undergoing a strategic realignment within its fashion and fitness sectors. Reports indicate a reduction of approximately 200 roles within the U.S., primarily affecting a San Diego-based team known internally as F2. This restructuring aims to refine team structures, fostering greater innovation and a sharper focus on customer needs. The company has publicly acknowledged these changes, emphasising its commitment to supporting departing employees during this transition.
This internal shift comes as Amazon recently discontinued its “Try Before You Buy” program, a service launched in 2018 (following initial testing in 2017 as Prime Wardrobe). This initiative allowed Prime members to sample clothing and accessories at home before committing to a purchase. While the program officially ended in January, Amazon has clarified that its closure is unrelated to the recent workforce adjustments. The company cited the program’s limited scope and the growing adoption of AI-driven tools, such as virtual try-on features, personalised size recommendations, and enhanced size charts, as reasons for phasing out the “Try Before You Buy” option.
Amazon’s fashion and fitness division plays a key role in curating and marketing apparel, footwear, accessories, and fitness equipment. Despite the inherent challenges of online fashion retail, where customers often value the ability to physically try on items, Amazon continues to explore avenues for expanding its presence in this competitive market. These recent developments suggest ongoing internal adaptations within the company as it navigates the evolving retail landscape.
