Amazon Style Retail Store

Outside of e-commerce, cloud computing, multimedia streaming, smart gadgets, Whole Foods, cashier-less technology, or anything else you may connect with one of the most successful firms in American history, Amazon has a new venture, Amazon’s first apparel store Amazon Style.

It is a brick-and-mortar apparel store. Like, a genuine brick-and-mortar store where you can try on clothes, buy them, and then take them home. An actual store. If you have never gone to one, look it up on the internet.

Amazon (AMZN) announced on Thursday that its first apparel, shoe, and accessory store, Amazon Style, will debut later this year in an upscale shopping complex in Los Angeles. The 30,000-square-foot store’s next-door neighbors will include Nordstrom (JWN), Urban Outfitters (URBN), J. Crew, H&M, and other traditional clothing and department stores that Amazon has been pressuring over the last decade. Across the street is a JCPenney, one of the most visible casualties of Amazon’s retail shift in the United States.

“Customers enjoy doing a mix of online and in-store shopping. And that’s no different in fashion,” Simoina Vasen, the managing director of Amazon Style, said in an interview. “There’s so many great brands and designers, but discovering them isn’t always easy.”

Amazon Style is a one-stop-shop for all of your buying needs. Customers can view sizes, colors, total user ratings, and various product data by scanning a QR code with the Amazon Shopping app. With the touch of a button, customers can add an item to a fitting room or send it straight to the pickup counter if they do not need to try it on. Customers do not have to browse through racks to locate the perfect color, size, and fit, as Amazon Style has more than double the number of styles as a regular store of its size. Instead, Amazon Style features to display products, giving in-store purchasing more variety and less clutter.

Personalization is at the heart of Amazon Style. As customers shop, their machine learning algorithms provide personalized, real-time recommendations for them. Amazon will recommend things particularly for them while customers tour the store and scan items that capture their eye. Customers can contribute information like their style, fit, and other preferences to receive more refined recommendations for an even more personalized experience. Customers can simply view discounts in-store that fit their preferences right in the Amazon Shopping app, making shopping for deals even more personalized and convenient.

The personal style used to be pricey and exclusive, but thanks to Amazon Style’s advanced technology, distinctive store design, and attentive curation, we have made it easier than ever for customers to find goods that make them look and feel fantastic.

Reimagined fitting room

Amazon Style reimagines what is possible in the fitting room, transforming it into a personalized experience where customers can shop an infinite closet of amazing styles. When a customer walks into their fitting room, they will find the things they requested while exploring the store, as well as extra selections depending on their preferences.

Customers do not have to leave their fitting rooms to continue shopping. They can rate items on the tablet to get new suggestions in real-time, and they may request more designs and sizes to be sent to their fitting room closet in minutes. Amazon Style’s on-site operations, along with modern technologies and processes employed in Amazon fulfillment facilities, enable this quick delivery.

Amazon Style Retail Store
Amazon Style Retail Store

Hundreds of brands and thousands of styles under one roof

Amazon Style will deliver unrivaled selection based on the expertise of fashion curators and feedback from millions of consumers. Shoppers will find fantastic looks at a variety of price ranges, including trend-inspired pieces at reasonable costs and in-demand styles that will become wardrobe mainstays. Because of Amazon’s enormous fulfillment center network, the Amazon Style inventory will be updated often, allowing customers to discover new goods each time they come. “We are happy to offer these designs available for customers to touch, try on, and take home, ranging from customer favorites and Amazon exclusives to new and noteworthy companies,” Amazon said in a blog post.

Here are some of the ways Amazon has made it easy to shop, whether in store or online:

  • Discover in store, buy online. In addition to Amazon Style’s wide selection of items available for in-store purchase, customers can easily find and shop more styles online.
  • Keep shopping after you leave the store. Items scanned at Amazon Style are conveniently saved in the Amazon Shopping app, making it easy to revisit and purchase at a later time or easily find more items online from the new brands discovered in the store.
  • Shop millions of items online, try on in store. Customers can shop millions of apparel items on, request delivery to Amazon Style, and try on items in a fitting room. If an item isn’t perfect, customers can return it in store and we’ll take care of the rest.
  • Great prices. Amazon is known for great prices, and Amazon Style is no exception. In-store prices will be the same as on Plus, customers can view deals in store that match their preferences right in the Amazon Shopping app.

Amazon Style will open later this year.

Amazon Style Retail Store. Amazon's first apparel store
Amazon Style Retail Store

Why are you opening a clothing store?

We obsessed over designing a shopping experience focused on helping customers find great looks, and it led us to create Amazon Style. We’re so excited to offer a shopping experience that inspires discovery and combines the best of shopping on with the benefit of touching and trying on items to ensure a great fit.

What kind of technology is used in this store?

Our physical retail team built several new technologies that work together to make it effortless for customers to discover items they’ll look and feel great in. This includes Amazon Style’s mobile shopping experience within the Amazon Shopping app and fitting room touchscreens, enabling customers to learn more about items they scan and to discover new brands as they shop. With Amazon Style’s advanced machine learning algorithms, we provide customers with personalized recommendations that match budget, fit, and style. Amazon Style uses the same technologies and processes as Amazon’s fulfillment centers to store more items that can be delivered from back-of-house to a customer within minutes. Other innovations that enable the experience include new complex inventory management systems, new technology to support customer service, and Amazon One, which is our palm recognition service, for fast and convenient checkout.

Amazon Style Retail Store. Amazon's first apparel store
Amazon Style Retail Store

What will employees be doing in the store?

Amazon Style’s personalized shopping experience would not be possible without our employees, who are dedicated to helping customers find looks they love and feel great in. Our employees provide customer service, deliver items to fitting room closets, merchandise the store to inspire discovery, help customers at checkout, manage back-of-house operations, and much more.

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