Amazon is set to open its second ‘Amazon Style‘ bricks-and-mortar clothing store in the Autumn.
The store is reportedly opening in Easton Town Center in Columbus, Ohio after the company’s first location opened in California.
When in the store, customers can use their Amazon shopping app to order items to the fitting room where they can use a touchscreen to browse further options, rate items or request different sizes or styles which are then delivered by a shop assistant.
The store uses machine learning to produce tailored, real-time recommendations for each customer as they shop.
Unlike the company’s Fresh grocery division, Amazon Style does not utilise the Just Walk Out (JWO) tech and instead uses Amazon One palm recognition tech on entrance.
Amazon Style houses high-end products from Lacoste, Levi’s, Tommy Hilfiger and Steve Madden, among others.
