Skip to main content

The Manual may earn a commission when you buy through links on our site.

Amazon Style Opens its First Retail Clothing Store

Think physical retail is dead? Well, the head of the world’s largest company (as measured by market cap) disagrees.

On January 20, Amazon announced that it plans to open its first physical clothing store in Glendale, California. Called Amazon Style, the 30,000-square-foot brick-and-mortar retail location will open in the Los Angeles suburb “later this year” at The Americana at Brand, a popular SoCal shopping destination. The Jeff Bezos-led mega corporation’s first-ever physical apparel outlet will offer clothing, footwear, and accessories, centered on a phone-first shopping experience.

An Amazon Style clerk hands over a purchase to a customer.
Amazon/YouTube

The store will feature tech-forward upgrades to old-school big box stores, combining the latest fashions with innovative technology and world-class operations. Using the Amazon Shopping app, customers can send items to fitting rooms, which are outfitted with touchscreens. Shoppers can browse additional options, rate items, and scan QR codes to request different sizes or styles to be delivered directly to their room. Fitting room screens will even be able to offer recommendations based on clothing sampled.

Recommended Videos

“Our machine learning algorithms produce tailored, real-time recommendations for each customer as they shop,” Amazon Style managing director Simoina Vasen said in the company’s announcement. “As customers browse the store and scan items that catch their eye, we’ll recommend picks just for them.”

Related Guides

Amazon Style will lean on its megalithic e-commerce collection to offer what it hopes is an unmatched fashion selection. Based on fashion curator expertise and feedback from millions of Amazon.com customers, shoppers will find great looks at a broad range of prices — with offerings ranging from $5 socks to $500 shirts.

This might sound like a mess, but Amazon, of course, has a plan for that. In order to maintain an uncluttered appearance, the store will only display individual clothing, keeping inventory stocked behind store walls. Amazon’s vast fulfillment center network will allow Amazon Style to be frequently updated with new items for people to discover upon each visit.

With its domination of e-retail, why would Amazon feel the need to build physical locations? A national Momentive study of approximately 6,000 adults found that over 40% of people begin their shopping ventures online. Even as the pandemic crested, however, eMarketer data found that over 85% of retail still happens in physical locations.

Amazon Style will finalize plans in the coming months by inviting select customers for a sneak peek to experience the new store before opening later this year.

Read More: Tom Brady Begins Tossing a Post-Football Collection to Fitness Fans

Matthew Denis
Former Digital Trends Contributor
Matt Denis is an on-the-go remote multimedia reporter, exploring arts, culture, and the existential in the Pacific Northwest…
The G-5600BG-5: An eco-friendly G-shock manufactured from recycled material
An eco-friendly G-Shock timepiece
G-Shock G-5600BG-5

G-shock moves to a new eco-friendly material with the G-5600BG-5, which also stands out due to its white and beige aesthetic. The outer casing and strap are manufactured from recycled resin. While the recycled material has a white hue, it is accentuated by small black spots distributed throughout the casing.

The brand breaks down the recycled material into powder form and then blends it with a beige base. Every watch is unique in some way and highlighted by a certain pattern. Apart from the casing, the watch aligns with the eco-friendly objective thanks to its solar-powered mechanism, which can draw energy from both outdoor and indoor environments. Like other G-shock models, this watch has a rugged aesthetic that complements the casing’s white hue.

Read more
New G-Shock Frogman takes cues from the earth’s largest frog
You'll love the new MRG-BF1000RG-3A
Casio MRG-BF1000RG-3A

G-Shock, known for their tough, stylish watches, extends the Frogman collection with a new green watch, the MRG-BF1000RG-3A.

Given that this new G-Shock model is a diver's watch, it pays tribute to the largest frog on earth, popularly known as the bullfrog, which can grow to be 3.3 pounds. Even though it looks a little intimidating and scary, it’s quite beautiful and serves as inspiration for the latest model.

Read more
Nomos adds color to Metro line for Ace Jewelers’ 50th
Two new Nomos watches with striking dial colors
Ace x Nomos Glashuette

Dating back to the early ‘90s, German watch brand Nomos Glashutte has dominated the industry with stylish timepieces. It is now collaborating with Ace Jewelers to mark a special milestone in the boutique's journey—its 50th anniversary. The latest additions, the Metro Neomatik and Metro Neomatik 39, are based on the Metro line and are cleverly designed to breathe some life into the collection. Think of it as a splash of color that makes everything look more interesting.

To make the collection more lively, the brand opted for contemporary color shades—orange and yellow. Each model features a subdial above 6 o’clock that’s highlighted by a different shade, which complements the dial. While the orange version has a yellow subdial, the yellow variant comes with an orange sundial, two warm colors that blend perfectly. The Metro line consists of three watch models with white and blue dials—the new orange dials add a touch of spice to the collection.

Read more