Amazon Style opened its first retail store on May 25 at The Americana at Brand mall in Los Angeles, California.
In addition to Whole Foods and its cashier-less Amazon Go and Amazon Fresh grocery stores, Amazon now has three brick-and-mortar stores. According to The Verge, Amazon Style will feature clothing from brands like Levi’s, Tommy Hilfiger, and Champion. While it won’t have Amazon’s Walk Out technology, it will have a resident staff member to help you from start to finish.

With Amazon Style, you can simplify your shopping experience and eliminate extra steps. With QR codes on every garment in the store, customers can create a list of items they want to try in the fitting room or pick up in-store—eliminating the bulky items that have to be carried around. Another feature is that shoppers can pick up clothes on Amazon.com, bring them to the store to try them, and return them if they don’t suit them.

There will be a notification when you come to the store to try on clothes, and the staff will go to the fitting room to pick up the clothes. In each fitting room, there is also a touchscreen display where customers can request more to try on and rate their selected items. At checkout, customers can use their Amazon account to pay the bill.

In September, a so-called Amazon “department store” plan surfaced. A Wall Street Journal report said the company would use technology solutions to focus on customer convenience at stores in California and Ohio. Amazon confirmed its Amazon Style name and announced the location of its “first brick-and-mortar clothing store” in January. The store will focus on minimising the hassle of trying on clothes.