By  on April 23, 2018

Amazon has at least 100 million reasons to keep pushing in fashion and build out its try-on at home Prime Wardrobe business.Jeff Bezos has long been coy about just how many people get free two-day shipping, streaming video and other perks under the program, but the Amazon founder and chief executive officer signaled something of a new era for the company last week, pegging Prime memberships at more than 100 million.  That's a huge platform Bezos clearly wants to keep growing and fashion could help him do it.Prime Wardrobe launched in beta last June and is technically still in test mode, although there have been rumblings that the service is nearly ready for prime time and could be launched more widely. An Amazon representative declined to comment.

Amazon was something of a late-comer to the try-before-you-buy clothing delivery business, but the sector's garnered more attention with players like Stitch Fix gaining traction.

But Prime Wardrobe is just a piece of the fashion puzzle at Amazon.

Morgan Stanley analyst Brian Nowak estimated that the e-commerce giant, buoyed by 1.5 percent gains in market share last year, will rocket to the top of the U.S. apparel charts in 2018, fueled by Millennials and their shift away from brick-and-mortar stores. 

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