Amazon is expanding its dive into fashion retail in the physical space.
The company has opened its second Amazon Style store, a format that is designed to combine the personalization of e-commerce with the immediacy of brick-and-mortar shopping. Located at Easton Town Center in Columbus, Ohio, the store was initially announced in June 2022. Amazon debuted the concept in May 2022 at The Americana at Brand, an upscale lifestyle center in Glendale, Calif.
The shopping experience
Using the Amazon Shopping app, Amazon Style customers scan an item’s QR code to send it to a fitting room, or send it directly to the store’s pickup counter to purchase. The fitting rooms at the store have been reimagined as a personalized space where customers can continue to shop without having to leave.