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.

However, Amazon claims it doesn’t stuff Prime Wardrobe with only its own brands. The company says less than 1% of its total selection of brands within Prime Wardrobe are Amazon-owned. (Of course, that percentage may be higher in the boxes customers receive from their personal shopper, at times.) Amazon also says millions of customers have used the home try-on option provided by Prime Wardrobe and   “hundreds of thousands” of customers have created fashion profiles within Personal Shopper by Prime Wardrobe since its 2019 launch. However, only “tens of thousands” of customers today use the Personal Shopper service on a monthly basis.