On Wednesday, Amazon made its try-before-you-buy Prime Wardrobe service available to all Prime members in the U.S., expanding beyond the group of beta users who have had access to the shopping program since last June. 
 
 But one key element of the service has been removed at launch: Discounts designed to incentivize customers to keep a lot of the clothing they ordered. 
 
 When Prime Wardrobe first launched in beta last year, Amazon offered discounts of between 10 percent and 20 percent when a shopper kept three or more items. 
 
 By November, Amazon had changed the discount incentives to a flat $20 on orders of at least $200 and $50 on orders of $400 or more. 
 
 Now, those discounts are gone altogether. 
 
 An Amazon spokesperson declined to provide details on the change, but here’s my best guess at what happened: Either the discount incentives did not drive the buying behavior Amazon hoped it would, or they simply made the program economically unviable. 
 
 The Prime Wardrobe service gives customers seven days to try on a wide range of clothing — think dresses, jeans and shoes — at home before being charged for the items they want to keep. Customers have to order at least three items and no more than eight (that’s down from a maximum of 15 at the launch of the beta program and 10 in November). 
 
 While the program includes big brands like Calvin Klein and Puma, Amazon is also using it as a way to market its wide array of in-house clothing brands, which now number in the dozens. They include Lark & Ro, Daily Ritual, Goodthreads and Buttoned Down. 
 
 It will also be interesting to watch whether the program morphs over time to more closely resemble Stitch Fix, which uses a combination of technology and stylists to select items for a customer. Prime Wardrobe, on the other hand, relies on customers to select their own clothing. ||||| Amazon has revealed its latest online shopping innovation: ‘Prime Wardrobe’ where customers can try on clothes and accessories before making a purchase -- from the comfort of their own home. 
 
 "Good Morning America" got an exclusive first look today at Amazon's Prime Wardrobe feature, which ships shoppers parcels of clothes and accessories to try on at home without requiring a purchase first. Launched as an invite-only beta last year, today Amazon is making Prime Wardrobe available to all Prime members in the U.S. 
 
 Amazon 
 
 "Prime Wardrobe is really about taking the pain points out of online shopping," Kate Dimmock, the fashion director at Amazon Fashion, told ABC News' Rebecca Jarvis. 
 
 "What we kept hearing from our customers was that they wanted to shop for fashion with us, but they wanted to try things on," Dimmock added. "They wanted to touch, they wanted to feel, but they didn't want to see a huge amount of money taken from their credit cards." 
 
 Amazon 
 
 With Prime Wardrobe, customers can select at least three and up to eight items, including clothes, shoes and accessories. 
 
 When a shipment arrives, customers have seven days to decide what to keep and what to send back. Unlike traditional online retailers, however, there's zero upfront cost. 
 
 Instead, customers can pay for only what they decide to keep and send the rest back in a re-sealable box with a prepaid label that comes with the items. 
 
 Amazon 
 
 Dimmock said that Amazon sees "fashion as a huge opportunity." 
 
 Americans spent more than $450 billion shopping online last year, according to data from the U.S. Department of Commerce. 
 
 Good Housekeeping's Style Director Lori Bergamotto told "GMA" that Amazon has "really cornered the market on innovation" in the world of online shopping. 
 
 "Nobody can compete with their delivery systems," she added. "There needs to be a shift in the way consumers are shopping for clothes, because Amazon has just come in and disrupted everything, and if you don't change the way that you're playing in the game, you're going to lose." 
 
 Amazon 
 
 Many traditional retailers have also rolled out new approaches to shopping. 
 
 Ann Taylor recently launched its own clothing rental service, “Infinite Style,” and Walmart just launched its Jetblack personal shopping service customers can access via text message. 
 
 Moreover, a whole new crop of personal style services such as Stitchfix and Trunk Club are capitalizing on consumers' desire to make shopping even easier by offering curated boxes of clothes and accessories delivered straight to a shopper's door, with the option to subscribe. 
 
 "The marketplace in fashion retail is so crowded right now and so noisy," Bergamotto said. "If you want to be heard, if you want people to find your label and your clothes, you need to be bold and you need to be innovative."
– All members of Amazon Prime now have free access to Wardrobe, Amazon's fashion service that allows users to try clothes before they buy them. Until now, the service was only offered to a group of beta users. According to recode, Wardrobe-for-all comes with a downside. The site reports that Amazon has removed the discounts it previously used to incentivize people to keep the clothes they tried on. Per GMA, the online retail behemoth wants Wardrobe to mimic the in-store clothes-buying experience in much the same way as competitors such as Trunk Club or Stitch Fix. The service allows shoppers to have between three and eight items sent to their home; they are given seven days to return what they don't want, without receiving any charges until the decision to buy.