The second Amazon Style store is expected to open in fall 2022.
The new location for the Amazon Style concept, which is designed to combine the personalization of e-commerce with the immediacy of physical shopping, will be held 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, California.
How it works
Amazon Style stands apart from traditional clothing stores with high-tech frills. Most clothing is hidden away 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 push of a button, shoppers can have the item brought to a fitting room. If the customer does not want to try it, the item can be sent directly to the collection counter.
Customers can continue shopping in the fitting rooms, which feature touch screens where they can browse more options, rate items, and request more sizes or styles delivered directly to the room in minutes. As customers browse the store and scan items, Amazon leverages its machine learning algorithms to recommend personalized, real-time suggestions for other items they want to buy.
For a more personalized experience, customers can share their preferences such as style and fit to receive more accurate recommendations. Shoppers can also view in-store deals that match their preferences, right within the Amazon Shopping app.
Amazon Style also offers technologies and automated processes used in Amazon fulfillment centers for prompt delivery of requested items to fitting rooms. Store Associates are available throughout the store to provide customer service, deliver items to dressing room closets, stock the store, assist customers at checkout and manage background operations.
Items scanned on Amazon Style are saved to a customer’s Amazon Shopping app, allowing them to shop later or find more items online from new brands discovered in the store. Stores also have complex new inventory management systems, new technologies to support customer service and Amazon 1 payment based on palm recognition.
Customers can shop millions of clothing items on Amazon.com, request delivery from Amazon Style, and then try on items in the fitting room when they arrive at the store. Items can also be returned in store.
Prices and assortment
In-store prices are the same as those offered on Amazon.com. Customers can see in-store offers that match their preferences in the Amazon Shopping app.
Amazon Style’s assortment includes brands such as Calvin Klein, Lacoste, Levi’s, Vince, Equipment, Rebecca Taylor, Theory, Joy, Velvet by Graham & Spencer, ASTR The Label, Hudson, BB Dakota, Blank NYC and Dolce Vita . Additionally, 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 for shoes and accessories, as well as select products from skin care, hair care, bath & body, and cosmetics.
What this means
Amazon Style joins Amazon’s other existing physical banners – Amazon Go, Whole Foods Market, Amazon Books, Amazon 4 Stars, Amazon Fresh and Amazon Pop Up 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 of a physical store. Amazon Style stores could also easily serve as collection and return points for online purchases, as well as provide ship-from-store capability for fashion purchases.