Second Amazon Style physical store slated to open in near future

A second Amazon Style store is set to open during the autumn.

The newest location for the fashion retail concept, which looks to combine the personalisation of e-commerce with the immediacy of bricks and mortar shopping, will be Easton Town Center in Columbus, Ohio.

Amazon opened the first Amazon Style location in May at The Americana at Brand in Glendale, California.

Using the Amazon Shopping app, customers send items to a fitting room, where they can use a touchscreen to browse more options, rate items, and request more sizes or styles that are delivered to the room.

Machine learning algorithms, meanwhile, produce tailored, real-time recommendations for each customer as they shop.

Amazon Style doesn’t use the Just Walk Out checkout-free tech found in Amazon Fresh and Whole Foods locations, instead opting for the Amazon One palm recognition service.

Changing course

Earlier this year, we reported that Amazon was closing all 68 of its physical book stores, pop up shops and 4-star locations in the United States and United Kingdom.

The e-commerce giant told Reuters that physical retail remained an important way for it to reach shoppers.

It will continue to work on other concepts, such as Amazon Style and checkout-free grocery stores.

Amazon only opened the doors to the first Amazon 4-star store outside of the US during October of last year.

So somewhat understandably the move had some scratching their heads, although others stressed that this was Amazon playing a long game.

Further details on that here.