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people wearing it around for a week and sending it back, said Marissa Vosper, the co-founder of online lingerie brand Negative Underwear.

For Negative Underwear, corset style bra Amazon's appeal as a retail partner is obvious as it looks to scale. Its reach is unparalleled, and within apparel, lingerie is the fasting-growing category, she said. (Overall, the global lingerie market is worth $28 billion as of 2017.) Bras and underwear even play into one of Amazon's biggest strengths: replenishment. Vosper said that once customers become loyal to a specific brand, lingerie becomes a relatively utilitarian purchase.

But on the womens bikinis sale downside, fit is the biggest factor in purchasing a bra, and to get customers to trust a new brand that lives only online, easy returns and conscientious customer service is crucial. Vosper said that women are more willing to make a first-time lingerie purchase online if the brand offers easy returns and high-touch customer service.

Outside of Prime Wardrobe, Amazon's typical returns suit underwear are free for Prime members, but require gathering shipping materials and waiting for a refund, a process that universally frustrates online shoppers and can eat away at a retailer's profits. From a customer service perspective, wrangling a response from a real-life Amazon associate when dealing with the process has proven difficult, as its customer service system, by phone or chat, is automated.