Amazon reimagines in-store shopping with Amazon Style

Amazon's first physical clothing store offers a personalized and convenient way to shop, where the company's technology and operations help customers easily find styles they like at attractive prices.

Amazon Style is the company's first fashion store, where shoppers can find a wide selection of women's and men's clothing, shoes and accessories. Amazon Style combines the best of shopping on Amazon — great prices, selection and convenience — with a completely new in-store experience designed to inspire.

Shoppers can browse brands they know and love, and discover new and emerging designers among hundreds of leading brands throughout the store. Using the Amazon Shopping app, customers can send items to a fitting room, which features a touchscreen to view additional options, rate products and request extra sizes or colors, which will be delivered directly to their room within minutes. 

Amazon Style combines the company's love of fashion with innovative technology and world-class operations to help customers find looks they will love. The first Amazon Style store will open in late 2022 at The Americana at Brand, a popular shopping center.

A new way to shop

Amazon Style offers a seamless and advanced shopping experience. Using the Amazon Shopping app, customers simply scan a product's QR code to see sizes, colors, overall customer ratings and additional product details. 

With one tap, shoppers can add an item to their fitting room or, if they don't need to try it on, send it straight to the pickup counter. Amazon Style offers a wider selection than a traditional store of that size — more than twice as many items — without shoppers having to search shelves to find the right color and size. 

Instead, Amazon Style features displays that make in-store shopping more appealing and less cluttered. Amazon Style is built on personalization. Machine learning algorithms provide individual recommendations in real time for each shopper while they shop. 

As customers browse the store and scan items that catch their eye, the company will recommend things specifically for them. For an even more individual experience, customers can share information such as their style, fit and other preferences to get more accurate recommendations. Even browsing offers is personalized and convenient — shoppers can easily view in-store offers that match their preferences, right in the Amazon Shopping app.

Personal style used to be expensive and seemed exclusive, but thanks to advanced Amazon Style technology, a unique store design and carefully curated selection, the company has made it easier for shoppers to find clothes that make them look and feel great.

An upgraded fitting room

Amazon Style completely rethinks the fitting room, turning it into a personalized space where customers can keep shopping in what feels like an endless wardrobe. When a shopper enters their fitting room, they find the items they requested while browsing the store, along with additional options selected based on their preferences.

Customers can keep shopping in their fitting room without leaving it. Using the touchscreen, they can rate items to get new recommendations in real time and request extra colors and sizes, which will be delivered to their fitting room closet within just a few minutes. 

This fast delivery is made possible by Amazon Style's on-site operations, which use the advanced technologies and processes used in Amazon's fulfillment centers.

Hundreds of brands and thousands of styles under one roof

Amazon Style offers unmatched selection, based on the expertise of fashion curators and feedback from millions of customers shopping on Amazon.com. Shoppers will find great looks across a wide price range, including trendy items at affordable prices and in-demand styles that become wardrobe staples. 

Thanks to Amazon's extensive fulfillment network, the selection in the future store will be updated often so customers can discover new products on every visit. From customer favorites and Amazon exclusives to new and noteworthy brands, the company wants to make these items available so customers can touch, try on and take them home.

The best of in-store and online shopping

Amazon Style offers a wide selection of Amazon fashion, convenient browsing and fitting, and the same great prices as on Amazon.com. Here are some ways the company has made shopping in store or online easier:

1. "Discover in store, buy online." In addition to the wide selection of Amazon Style items available to buy in store, customers can easily find and buy more options online.
2. "Keep shopping after you leave the store." Items scanned at Amazon Style are conveniently saved in the Amazon Shopping app, making it easy to return to them and buy later, or easily find more products online from new brands discovered in store.
3. "Buy millions of items online, try them on in store." Shoppers can buy different clothing items on Amazon.com, request delivery to Amazon Style and try them on in the fitting room. If an item doesn't fit or they don't like it, shoppers can return it to the store.
4. "Great prices." Amazon is known for great prices, and Amazon Style is no exception. In-store prices will be the same as on Amazon.com. In addition, shoppers can view in-store offers that match their preferences, right in the Amazon Shopping app.