Amazon Rolls Out an AI Fit Tool to Reduce Returns
By The Flawless Editorial Team
Returns are fashion’s most expensive open secret — a logistical headache, a sustainability issue, and a customer pain point all in one. Now, Amazon, the largest fashion retailer in the United States by volume, is deploying artificial intelligence to solve it.
In early 2025, the retail giant launched a proprietary AI-powered fit tool across its fashion categories. The goal? To help shoppers find the right size the first time — and help brands cut down on the returns that are eroding profits and undermining customer trust.
Returns are a data problem — and AI is the fix
Amazon’s new tool uses a combination of computer vision, customer purchase history, product reviews, and returns data to generate personalised fit recommendations for each shopper. Instead of vague sizing charts or generic fit notes, customers will see prompts like: “Customers with a similar body type say this fits snug in the shoulders” or “Most buyers sized down.”
The technology isn’t entirely new — Amazon has been experimenting with virtual try-on and fit prediction for years. But the scale and precision of this rollout, paired with real-time learning, signals a more mature, integrated approach to one of fashion e-commerce’s most frustrating inefficiencies.
Why brands should care — and how they benefit
This isn’t just about consumer convenience. Amazon is also sharing anonymised data back to brands, providing insights into:
- Which products are most returned, and why
- Where sizing inconsistencies occur across regions
- How fit perception differs between customer segments
For brands selling on Amazon, these insights could transform product development — guiding design tweaks, sizing adjustments, or marketing strategies. In a world where fast feedback loops can make or break a collection, data from returns could become a strategic advantage.
Sustainability impact: less shipping, fewer discards
The environmental cost of returns is massive. In the US alone, over 5 billion pounds of returned goods end up in landfills annually, many of them fashion items. By reducing misfit returns, Amazon’s AI tool could cut down on both carbon emissions from reverse logistics and the silent waste crisis that follows.
If scaled effectively, the tool could also help small and medium-sized fashion labels reduce excess inventory and build trust with first-time customers who are hesitant to buy without trying.
The bigger AI play
This move is part of Amazon’s broader strategy to automate the fashion pipeline — from personalised recommendations to supply chain management. It’s also a response to growing competition from platforms like Walmart, Shopify, and Shein, who are also investing in AI to predict and influence consumer behavior.
But Amazon’s unique position — with deep customer data and massive vendor reach — means it’s in prime position to set the new standard for AI-powered fashion retail.
Sizing Made Smarter: How Amazon Is Using AI to Reduce Returns
As fashion faces a reckoning around returns, sustainability, and customer retention, Amazon’s new AI fit tool could be a meaningful step forward. While no tech will eliminate returns entirely, smarter sizing could ease the friction — and give both brands and shoppers a more confident, less wasteful experience.
