The online retailer reimagines in-store shopping with Amazon Style

Amazon has announced its plans to open Amazon Style, the first-ever physical fashion store with women’s and men’s apparel, shoes, and accessories. According to the company, the fashion store will offer a personalized, convenient shopping experience where Amazon’s algorithms will suggest to customers what to try on based on their needs and preferences.

Throughout the Amazon Style store, customers will be able to browse famous brands and discover new and emerging designers. Within this innovative physical fashion store, a customer could use their Amazon Shopping app to send items into a fitting room, where they will use a touchscreen to browse more options, rate items, and request more sizes or styles that will be delivered directly to their room within a few minutes.

When each customer enters a fitting room there will be available all the items requested while browsing the store, plus additional options chosen based on their preferences. Also, the customers could continue shopping from their fitting room without having to leave and use the touchscreen to request more apparel, shoes, or accessories.

“Amazon Style combines Amazon’s love of fashion with innovative technology and world-class operations to help customers find looks they’ll love,” said Amazon in a press release. “Amazon Style offers a seamless and elevated shopping experience. Using the Amazon Shopping app, customers simply scan an item’s QR code to see sizes, colors, overall customer ratings, and additional product details. With the tap of a button, shoppers can add the item to a fitting room or, if they don’t need to try it on, send it directly to the pickup counter. Amazon Style offers more selection than a traditional store of its size—more than double the number of styles—without requiring customers to sift through racks to find the right color, size, and fit. Instead, Amazon Style features display items, bringing more looks and less clutter to in-store shopping”.

Recommendations based on algorithms

One of the most interesting facts about Amazon Style store is the implementation of Amazon.com Inc’s algorithms. Each customer will receive tailored, real-time recommendations produced by Amazon’s machine learning algorithms. In addition, the costumers could also be able to shop items on Amazon.com, request delivery to Amazon Style store to try them in a fitting room and if an item is not the right one, they could return it directly.

“As customers browse the store and scan items that catch their eye, we’ll recommend picks just for them. For an even more tailored experience, customers can share information like their style, fit, and other preferences to receive more refined recommendations. Even shopping for deals is personalized and convenient customers can easily view deals in store that match their preferences right in the Amazon Shopping app” said Simoina Vasen, Managing Director of Amazon Style. “Personal styling used to be expensive and feel exclusive, but with Amazon Style’s sophisticated technology, unique store design, and thoughtful curation, we’ve made it easier than ever for customers to discover items they’ll look and feel great in”.

The first Amazon Style is about to open at The American at Brand, a top shopping destination in Los Angeles, later this year. The company has not yet revealed details on when it intends to open other similar physical stores, or in which areas.

“Personal styling used to be expensive and feel exclusive, but with Amazon Style’s sophisticated technology, unique store design, and thoughtful curation, we’ve made it easier than ever for customers to discover items they’ll look and feel great in,” Vasen said.