Everything you need to know about Amazon Style

Amazon Style will debut in Glendale, Calif., at The Americana at Brand, a retail mall.

Amazon is all set to launch its physical fashion store in Los Angeles this year. Dubbed Amazon Style, the store will have women’s and men’s clothing, shoes, and accessories. The Seattle giant is offering low pricing, wide range, and convenience, with a brand-new in-store shopping experience to boot. 

Customers can shop for popular brands while also finding new and rising designers among the store’s hundreds of top brands. The shoppers can use a touchscreen to browse alternatives, rate products, and request additional sizes or styles, and have them delivered directly to their fitting room in minutes. 


Amazon Style will debut in Glendale, Calif., at The Americana at Brand, a retail mall. The store will be around 30,000 square feet big, many times larger than a usual specialised mall store, and the price range will vary from USD 10 to USD 400. The Americana at Brand also boasts of an Amazon 4-Star store, Nordstrom, and retail stores such as Anthropologie, Lululemon, and Tory Burch.

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New discovery features 

Customers will find unique QR codes on apparel goods to get information on the product’s sizes, colours, and more. The scanned products will be saved in the Amazon app. A consumer will be able to send a product to a trial/fitting room to try it on after selecting the desired colour and size. In the official Amazon Style shop marketing video below, you can see the in-store feature in action.


Amazon Style has made personalisation the major draw. As customers shop, the machine learning algorithms will provide personalised, real-time recommendations for them. Amazon Style will recommend things for customers while they tour the store and scan items that capture their eye. Customers can contribute information like their style, fit, and other preferences to receive more refined recommendations for an even more personalised experience. Customers can also view discounts in stores in the Amazon Shopping app, making shopping for deals even more personalised and convenient.

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Fitting rooms 

Amazon Style customers will be able to find the items requested while shopping around the store, along with some additional option choices suggested by ML algorithms. The store allows for customers to continue shopping without leaving their changing rooms. Customers can rate items on the tablet to get new suggestions in real-time, and they may request more designs and sizes to be sent to their fitting room closet in minutes. Amazon Style’s on-site operations, along with modern technologies and processes employed in Amazon fulfilment facilities, enable this quick delivery.

Cornucopia of choices

Amazon Style provides selection based on the experience of fashion curators and feedback from millions of Amazon.com consumers. Shoppers will find looks at a variety of price ranges, including trend-inspired pieces at reasonable costs and in-demand styles that can add a great variety to the customer’s wardrobe. Because of Amazon’s enormous fulfilment centre network, the Amazon Style inventory will be updated often, allowing customers to discover new goods each time they come. Amazon style will also offer designs available for customers to touch, try on, and take home, ranging from customer favourites and Amazon exclusives to new and noteworthy companies.

The tech giant aims to give customers a holistic shopping experience. Customers can simply locate and shop online on the Amazon app even after leaving the store. Moreover, items scanned at Amazon Style are saved on the Amazon shopping app, making it easier for customers to come back and buy later or browse additional items from the new brands identified in the store.  

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by Vijayalakshmi Anandan

The Deep Learning Curve is a technology-based podcast hosted by Vijayalakshmi Anandan - Video Presenter and Podcaster at Analytics India Magazine. This podcast is the narrator's journey of curiosity and discovery in the world of technology.

Abhishree Choudhary
Abhishree is a budding tech journalist with a UGD in Political Science. In her free time, Abhishree can be found watching French new wave classic films and playing with dogs.

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