Amazon debuts second retail outlet specializing in fashion items
Amazon is making a significant move into the fashion industry with the launch of its physical retail locations, known as Amazon Style stores. These innovative shopping destinations, which first opened earlier this year in Los Angeles and more recently in Columbus, Ohio, offer a unique blend of technology and curated fashion offerings.
Amazon Style stores have transformed the shopping experience by integrating a digital-first model where customers browse the store’s product assortment primarily via touchscreens or mobile devices. Shoppers create a personalized "wish list" of apparel items that they want to try on. The store’s technology then automates the process of preparing fitting rooms with those specific styles and sizes, streamlining the try-on experience and eliminating the need to hunt through racks manually.
The stores also boast a carefully curated fashion lineup that caters to both everyday staples and statement pieces. While traditional mall brands like Madewell and Gap remain part of Amazon’s fashion inventory, the stores also feature a selection of elevated and trendy designer pieces. Amazon’s partnerships and acquisitions (like Shopbop and collaborations with Saks) allow Amazon Style to present a mix of contemporary fashion from both trusted casual brands and more fashion-forward designers such as Stella McCartney, Etro, Ganni, and Tory Burch.
Amazon Style stores leverage Amazon’s broader retail ecosystem by participating in flagship sale events like Prime Day, offering daily themed deal drops on top brands. This integration supports both in-store and online promotional synergy, providing dynamic, curated discounts.
The Amazon spokesperson confirmed that the company is committed to building long-term physical retail experiences and technologies. As part of this commitment, Amazon has been focusing on its Fresh, Whole Foods Market, Amazon Go, Amazon Style stores, and Just Walk Out technology, while pulling back on other physical retail stores such as 4-star, Books, and Pop Up shops.
In summary, Amazon Style stores offer a technology-enhanced, personalized fitting room experience combined with a carefully curated fashion lineup that blends casual mall brands and premium designers. This approach aims to redefine the physical apparel shopping experience by making it more efficient, personalized, and contemporary.
[1] Amazon Prime Day 2025: A Fashion Revolution (article) [2] Amazon Style Opens Second Store in the U.S. (press release) [3] Amazon Style's Designer Partnerships and Collaborations (press release) [4] Amazon Style's Prime Day Promotions (press release)
- Amazon's innovative Amazon Style stores, through their strategic partnerships like Shopbop and collaborations with Saks, present a mix of contemporary fashion from both trusted casual brands and premium designers such as Stella McCartney, Etro, Ganni, and Tory Burch.
- The Amazon Style stores' technology streamlines the try-on experience by automating the process of preparing fitting rooms with specific styles and sizes, eliminating the need for customers to hunt through racks manually.
- Amazon is committed to building long-term physical retail experiences and technologies, focusing on its Fresh, Whole Foods Market, Amazon Go, Amazon Style stores, and Just Walk Out technology.
- Amazon Style leverages its broader retail ecosystem by participating in flagship sale events like Prime Day, offering daily themed deal drops on top brands, providing dynamic, curated discounts for both in-store and online shoppers.
