Tech giant Amazon has opened its first-ever Style dedicated bricks-and-mortar fashion store in Glendale, California.

Amazon Style opened overnight at The Americana at Brand shopping centre in Glendale, allowing customers to shop a range of brands such as Steve Madden, Levi’s and Lacoste by scanning items using the app on their phones. 

The 30,000 sq ft store features hundreds of brands curated by what Amazon has called “fashion creators” and also through “feedback provided by millions of customers shopping on Amazon.com”.

Much like the tech giant’s Amazon Fresh grocery stores, customers will need to scan the Amazon app to enter the store. They can then use the app to scan physical items and check digitally for colours and sizes, as well as details like customer reviews, and add items to a list to view later.

The store doesn’t use Amazon’s Just Walk Out technology as its grocery stores do, but instead uses Amazon One palm-recognition technology.

Although, as Amazon explains, there are further artificial intelligence components to the store: “We’re bringing more looks and less clutter to in-store shopping. Our advanced machine-learning algorithms continually refine to find looks just for you based on your preferences.”

Fitting rooms in the store are also unlocked using the app and use touchscreens to allow customers to request items from staff to try on. 

Items can be purchased either in store or online and can also be returned in store. 

Amazon said: “Amazon Style is designed to help customers discover looks they’ll love through a personalised and convenient shopping experience using advanced technology and world-class operations, and our team of employees is dedicated to helping customers find looks they love and feel great in.”

It represents the latest bricks-and-mortar venture for the one-time pureplay giant, which has shown a growing propensity for trialling new physical formats in recent years. 

Along with its swathe of Amazon Fresh grocery stores in the US and UK, Amazon has also trialled its four-star general merchandise stores, dedicated bookstores and even a hairdressing salon in London’s Spitalfields Market.

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