Amazon Style Opens Its Glass Doors As The Company’s First Physical Clothing Store

Amazon's first-ever conventional clothing store, Amazon Style, has now opened its doors in Los Angeles, California-area at The Americana at Brand mall. The announcement came on Wednessday together with a video featuring profiles of some of its employees.

It's the newest structure to Amazon's array of physical establishments. It joins the ranks of Whole Foods and its cashier-less Amazon Go and Amazon Fresh grocery stores. Amazon Style will feature clothing from brands like Levi's, Tommy Hilfiger, Champion, and more. There is no news on whether the store will also adapt its Just Walk Out technology like Amazon Go. For now, regular employees will greet and accommodate you when you shop.

Last September, whispers of the possibility of an Amazon "department store" spread about, with a Wall Street Journal report even suggesting that the store would use tech solutions that emphasize customer convenience with stores in California and Ohio. 

Amazon confirmed the store's title, Amazon Style, in January, and revealed the location of its "first-ever physical apparel store" with a particular focus on minimizing the typical hassle of trying on clothing. Amazon Style is furnished with technology designed to enhance the store's shopping experience and eliminate extra steps. 

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Each article of clothing inside the store bears a QR code that customers can scan to curate a list of clothing they would like to try on in a fitting room. They can also send the articles straight to pick up for purchase, removing the need to carry a bunch of items. 

Shoppers can also pre-select clothes on Amazon.com, have them delivered to the store to be suited up and tested, and return an item on the spot if it isn't to their liking.

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Upon visiting the store, employees will first gather the clothes for the fitting room and then notify you when your clothes are ready to try on. All fitting rooms are equipped with a touchscreen monitor that will let customers ask for more items to try on as well as rate their chosen items as they go.