According to Techcrunch, Amazon is launching a new personal shopping service aimed at men:

Amazon is introducing a personal shopping service for men’s fashion. The service, now available to Prime members, is an expansion of the existing Personal Shopper by Prime Wardrobe, a $4.99 per month Stitch Fix rival, originally aimed at women. With Personal Shopper by Prime Wardrobe, an Amazon stylist selects an assortment of fashion items that match a customer’s style and fit preferences. These are then shipped to the customer on a monthly basis for home try-on. Whatever the customer doesn’t want to keep can be returned using the resealable package and the prepaid shipping label provided.

At launch, the new men’s personal shopping service will include brands like Scotch & Soda, Original Penguin, Adidas, Lacoste, Carhartt, Levi’s, Amazon Essentials, Goodthreads and more — a mix of both Amazon’s own in-house brands and others. In total, Amazon says Personal Shopper by Prime Wardrobe will offer hundreds of thousands of men’s styles across more than a thousand different brands.

It will be interesting to see if the service catches on, and whether premium brands like Lacoste will benefit from being included in a service that seems aimed at men that are not to serious about fashion.  Read more at Techcrunch.