Amazon will open its first clothing store

An additional innovation from the American group is born. Amazon is to open a high-tech clothing store in Los Angeles with technologies used in its logistics centers to combine the benefits of online and in-person shopping, despite accusations of abuse of dominance against it. “Customers will be able to do their shopping from the fitting room”, promises the Seattle group in a press release published Thursday, January 20, which announces the inauguration of the new brand, called Amazon Style, for “later this year”, in a mall in the Californian city.

“Amazon Style is designed around personalization,” the statement said. Consumers will be able to scan the clothes they like, and the algorithms will “make them personalized recommendations in real time”.


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The idea is to combine the advantages of shopping online and in person. In the cabins, a touch screen will allow customers to select different models and sizes, which will be brought to them “in a few minutes” by the sales staff, thanks to the “sophisticated technologies and processes” already used in the group’s warehouses.

Possible to order online

The company boasts of being able to provide many more choices than traditional stores, in a less crowded space. For example, it will be possible to place an order online, where there are millions of items, and to try on the spot.

Like Apple, Meta (Facebook) and Google, Amazon is criticized for having accumulated too much power in the markets it dominates. The competition authorities accuse him in particular of being judge and jury on his platform, where he markets his own products in addition to those of other brands. But that does not discourage the company, which regularly highlights the jobs created and the success of certain SMEs on


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Amazon opened its first brick-and-mortar store six years ago, a bookstore, the first sector the company disrupted with its online sales platform. He has since launched different brands, with varying degrees of automation, from food to electronics. And he bought the organic supermarket chain Whole Foods in 2017.

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