Amazon: ‘Who else has never used that before?’: Netizens react hilariously as Amazon announces the end of its Prime Try before you buy program

Amazon has announced that it is discontinuing its Prime Try Before You Buy program, which allows customers to try on clothing and accessories before making a final purchase. This decision has caused more controversy than it has sales.

According to the responses, the program, which was designed to compete with subscription services like Stitch Fix, didn't appear to win over many customers' hearts (or wallets):

"Who else has never used that before?" was the ideal way for one Twitter user to put it. As it happens, many people are in this situation.

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The initiative, which was introduced with some hoopla, was an effort by Amazon to gain traction in the online fashion market. But this specific splash appears to have been more of a ripple—hardly noticed before it vanished completely—due to the emergence of competing fashion-forward businesses and shifting customer preferences.

Twitter users are in stitches as Amazon quietly ends its little-known Prime fashion service

The internet did what it does best—reacting with humor and memes when the news hit. While some users were genuinely surprised, others were downright baffled that the service existed in the first place. One person commented:

“I really read that as ‘Amazon will be shutting down’ 😭😭.”

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The confusion is understandable, given how little attention this particular Amazon feature got in the public sphere. Another user said:

“Didn’t know that existed,” to which many others seemed to agree.

The reactions poured in from all corners, with one tweet hilariously stating:

“I don’t even use Prime anymore 😂,” signaling how disconnected some users feel from Amazon’s premium offerings.

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Another user piled on the laughs, tweeting:

"😂😂😂😂😂😂😂 yall used that?”

Another user wrote:

"Greedy ahh company."

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It wasn’t all confusion, though—some users speculated about Amazon’s reasoning. One joked:

“Haha, why is that? Amazon broke or something?” highlighting the wild theories that inevitably sprout whenever a major company makes a move.

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And then there was the cryptic, celebrity-centric tweet:

"So Nicki is ended, you wanna tell us?”

Somehow, Nicki Minaj got looped into the conversation—because of course, she did. Welcome to the internet.

The demise of Prime Try before you buy: What went wrong?

Amazon's Prime Try Before You Buy initiative was not a last-minute idea; rather, it was a well-thought-out product intended to rival subscription box offerings in the fashion industry. When the service was introduced in 2018, Prime members could try on apparel, accessories, and shoes for a maximum of seven days before making a purchase.

It was a component of Amazon's broader strategy to increase its presence in the fashion sector, which has long been one of the few markets that the retail behemoth hasn't fully taken over. What went wrong, then? Although Amazon has not disclosed specifics, analysts surmise that it was caused by fierce competition from well-known companies, the growth of in-store experiences, and the growing need for more curated, customized services.

Amazon's all-in-one strategy might not have been able to keep up with specialty offers in the rapidly evolving fashion industry. Furthermore, the service didn't appear to get the kind of traction that Amazon had hoped for, maybe because, as the replies on Twitter indicate, many people were initially unaware of its existence.