Amazon to launch its first apparel store featuring algorithmic recommendations

Online retail behemoth Amazon will open its first apparel store, Amazon Style, offering customers the chance to try on algorithmic recommendations in fitting rooms with digital displays.

The store will open at The Americana at Brand in Los Angeles, California later this year.

After opening a number of grocery and general stores it is set to enter the apparel market with a roughly 30,000 square feet store, featuring womenswear, menswear, shoes and accessories from a range of known and emerging brands across a broad range of prices.

Amazon Style will only feature display items in order to make shopping more convenient, show a wider range and reduce "clutter" in-store. Customers can then scan an item's QR code in the Amazon Shopping app to see sizes, colours, overall customer ratings, and additional product details.

The app also allows customers to send items to a fitting room or directly to the pickup counter. In a fitting room customers can use a touchscreen to browse additional options based on their preferences, rate items, and request more sizes or styles.

Amazon will also use machine learning algorithms to produce personalised recommendations for each customer, suggesting items that they might like based on what they're browsing. A higher level of personalisation is offered when customers share information such as their style, fit, and other preferences.

Additionally customers can discover items in store and then buy them online, save styles in the app, or choose a selection online to try-on in store. Customers can also view deals in store that match their preferences right in the Amazon Shopping app.

Amazon Fashion launched a digital store called ‘Local Label Hub’ that “champions creativity” with a curated selection of on-trend brands in the UK last year, aiming to support small and medium-sized fashion companies, independent and local designers.