The newest location for the Amazon Style concept, which is designed to combine the personalisation 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 centre in Glendale, California.
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, colours, overall customer ratings and additional product details. With a tap, 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.
