Amazon has opened its second Amazon Style store in the US, aiming to merge physical and digital retail into a bricks-and-mortar space.
The new phygital store has opened at Easton Town Center in Columbus, Ohio.
Amazon debuted its first instalment of its clothing store earlier this year in May.
When in the store, shoppers are able to send items to the fitting room with their Amazon Shopping app. Once there, they will be able to use touchscreens to browse more options, rate items, and request more sizes or styles that are delivered to the room.
AI and machine learning algorithms produce real-time recommendations for each customer while they shop.
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Instead of utilising Amazon’s Just Walk Out technology, the company has instead chosen Amazon One palm recognition tech to enter the store.
“Today, we opened the doors of our second ever Amazon Style store,” Amazon SVP worldwide physical stores Tony Hoggett said on LinkedIn.
“I’m excited for customers in Columbus to visit our store and take in this unique shopping experience, bringing together great selection with advanced technology and operations to make shopping for clothing, shoes, and accessories personalised and fun. Congratulations to the team on this milestone!”
