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06/15/2022

A second Amazon Style apparel store is coming — here’s where

Dan Berthiaume
Senior Editor, Technology
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The second Amazon Style store is slated to open in fall 2022.

The newest location for the Amazon Style concept, which is designed to combine the personalization of e-commerce with the immediacy of brick-and-mortar shopping, will be at Easton Town Center in Columbus, Ohio. Amazon opened the first Amazon Style store in May 2022 at The Americana at Brand, an upscale lifestyle center in Glendale, Calif.

How it works

Amazon Style distinguishes itself from traditional clothing stores with high-tech flourishes.  Most of the clothing is out of sight and kept in the back of the store, with only one sample of each item displayed on the sales floor. The format allows Amazon Style to offer more than double the number of products offered for sale in a fashion store of its size.

Using the Amazon Shopping app, customers 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 have the item brought to a fitting room. If the customer doesn’t want to try it on, the item can be sent directly to the pickup counter. 

Customers can continue shopping in the fitting rooms, which have touchscreens where they can browse more options, rate items, and request more sizes or styles to be delivered directly to the room within minutes.  As customers browse the store and scan items, Amazon leverages its machine learning algorithms to recommend tailored, real-time suggestions regarding other items they be interested in buying.

For a more tailored experience, customers can share preferences like style and fit to receive more refined recommendations. Shoppers can also view deals in-store that match their preferences, right in the Amazon Shopping app.

Amazon Style also features automated technologies and processes used in Amazon fulfillment centers for fast delivery of requested items to fitting rooms. Store associates are available throughout the store to provide customer service, deliver items to fitting room closets, merchandise the store, help customers at checkout, and manage back-of-house operations.

Items scanned at Amazon Style are saved in a customer’s Amazon Shopping app, enabling them to purchase at a later time or find more items online from new brands discovered in the store. The stores also feature new complex inventory management systems, new technology to support customer service, and Amazon One palm recognition-based payment.

Customers can shop millions of apparel items on Amazon.com, request delivery to Amazon Style, and then try on items in the fitting room when they get to the store. Items can also be returned in the store. 

Pricing and assortment

In-store prices are the same as those offered on Amazon.com. Customers can view deals in store that match their preferences in the Amazon Shopping app. 

Amazon Style’s assortment features brands including Calvin Klein, Lacoste, Levi’s, Vince, Equipment, Rebecca Taylor, Theory, Joie, Velvet by Graham & Spencer, ASTR The Label, Hudson, BB Dakota, Blank NYC, and Dolce Vita. In addition, Amazon Style features brands never before offered in a physical store like Pavoi, CRZ Yoga; as well as Amazon private label brands including Amazon Essentials, The Drop, and Amazon Aware. Customers can also shop shoes and accessories, as well as select products across skincare, hair care, bath and body, and cosmetics.

What it means

Amazon Style joins Amazon’s other existing brick-and-mortar banners - Amazon Go, Amazon Fresh, and Whole Foods Market stores. By combining app-based shopping with automated micro-fulfillment technology and endless aisle inventory, the retailer is attempting to truly duplicate the online shopping experience in a physical store. Amazon Style stores could also easily serve as pickup and return points for online purchases, as well as provide ship-from-store capability for fashion purchases.