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Amazon Style: The Brick-and-Mortar Fashion Store

Amazon stores are expanding to include a new physical clothing store, Amazon Style. Learn how brands and sellers can get involved. By Rachel Van Clepper June 7, 2022
Amazon Style: The new brick-and-mortar store
Physical stores will begin to incorporate more technology in the shopping journey

E-commerce has made leaps and bounds in the last five years to make shopping easier and more accessible to consumers, but what about physical stores?

Non-eCommerce sales are predicted to grow year-over-year leading up to 2025, according to eMarketer, but the experience won’t stay the same. Forbes predicts that physical stores will begin to incorporate more technology in the shopping journey, like QR codes and the use of mobile phones.  

Learn what Amazon is doing to incorporate technology into their new physical store, Amazon Style, and why brands and sellers need to be aware of this new storefront.

What is Amazon Style?

Amazon is trying its hand at implementing innovative technology in their first flagship store for Amazon Style, a brick-and-mortar clothing store now open to the public in the Los Angeles area. If successful, this will be the first of many. 

Amazon Style is being marketed as a personalized and convenient shopping experience for men’s and women’s clothing, shoes, and accessories ranging from size XS to XXL. The in-person shopping experience includes well-known brands as well as emerging designers.

Learn more about the flagship Amazon Style Location.

How Amazon Style Works

How is Amazon Style different from your typical clothing store? 

Amazon Style’s physical location takes the innovative technology you know and love when shopping online on Amazon and brings it to life. The technology allows the in-store shopping experience to be less cluttered with a focus on customer shopping preferences.

Along with a less-cluttered environment, Amazon Style stores use machine learning algorithms to create real-time recommendations for customers based on what catches their eye in the store and matches their preferences in the Amazon Shopping app. This allows for a typical personalized shopping experience to be easily accessible and less expensive for customers.

At an Amazon Style location, consumers can use their phone to scan QR codes as they shop the floor and choose between different colors, sizes, and styles in the app. Their clothing selections will be sent to their choice of a fitting room, a physical checkout, or a no-line digital checkout experience. They can even pay with their Amazon account.

In the fitting rooms, shoppers can continue browsing by using a tablet or phone to try different sizes or styles, including brands like Champion, Levi’s, Steve Madden, and more. Giving them the option to continue trying on clothes without ever having to leave the fitting room.

Learn more about how the Amazon Style technology works.

Gen Z prefers online shopping experiences unless an in-person experience gives an opportunity for unique experiences and personal connections.

Why Should Brands and Sellers Be Interested in Amazon Style?

New research has come out confirming that Gen Z, a collective buying power nearing $150 billion, prefers online shopping experiences unless an in-person experience gives an opportunity for unique experiences and personal connections.

Amazon Style is a great example of understanding this preference and creating a store that suits these needs.

There is no information on how brands and sellers can get involved with Amazon Style at the time this blog was published. But brands and sellers in the “Clothing, Shoes, and Jewelry” category should be keeping a close eye to see how they can get involved if Amazon Style expands.


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About the Author

Rachel Van Clepper is a content marketing writer for Feedvisor, where she contributes to the company’s content marketing initiatives. Before joining Feedvisor, she was a senior content marketing writer for a nonprofit software company.

Final Thoughts

Amazon has been known to cater to consumers and their preferences, and Amazon Style is no different. The store has not been open long, so the results are still up in the air. Amazon Style is a solution that marries both the online shopping experiences that consumers enjoy with the in-person benefits. Amazon Style allows consumers to touch, try on, and take home styles that they usually see online.

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