Who needs a mirror when you’ve got AI-enabled cameras?

But there’s still a big gap between apparel and fashion, one that Amazon’s been predicted to bridge for six years, but which it remains the wrong side of. It doesn’t have the definable personality of a Mr Porter, ASOS or Matchesfashion, which all attract a customer who’s looking for a certain vibe. Amazon, with a design built to sell microwaves rather cashmere sweaters, is light on vibe.

What it does have is product and data. Lots of both. And it’s using them to quietly muscle in on your wardrobe with private labels you wouldn’t know are it owns. Amazon’s foray into own-brand products began in 2009 with cables and batteries, products that it sold huge amounts of and which had low brand loyalty. It’s since expanded into everything from luggage to clothing, and now has almost 70 private labels, which pop up alongside well-known brands.

Meraki does clean basics, Franklin Tailored offers affordable tailoring, ButtonedDown is all about business-casual shirting and there are at least three separate sportswear labels, Goodsport, Peak Velocity and Rebel Canyon. This is where Amazon could win. In the last decade it’s gone from selling phone chargers to speakers and even vitamin supplements, so don’t bet that it can’t convince men who buy Amazon shirts to invest in shearling jackets in a few years’ time.

Your new favourite menswear boutique?

Stylists’ Top Picks On Amazon

We tasked three style insiders with spending £100 on Amazon’s menswear. This is what they chose.

Patagonia Windbreaker

One area in which Amazon’s particularly strong is kit for the great outdoors. Unsurprising, since these are clothes you compare on function, not just form.

“Patagonia has proven its authenticity in producing outerwear that lasts and have also created initiatives to extend the lifetime of your garments,” says photographer and stylist Chris Tang. “Even though the fashion world has adopted the brand, Patagonia has stuck to its guns and continued to do its own thing. This windbreaker is great on its own or as a mid-layer during those colder months.”