Amazon launches its first in-person clothing store, riddled with algorithms

Amazon launches its first in-person clothing store, stuffed with algorithms


Amazon 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 that weigh on him. 

“Customers will be able to do their shopping from the fitting room”, promises the Seattle group in a press release published Thursday, announcing the inauguration of the new sign, called Amazon Style, for “later this year”, in a shopping center 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 tailored, real-time recommendations”.

The idea is to combine the benefits of online and in-person shopping. 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.


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 accused of having accumulated too much power in the markets it dominates. The competition authorities accuse it in particular of being judge and party on its platform, where it markets its 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

Amazon opened its first brick-and-mortar store six years ago, a bookstore, the first sector that the company has rocked 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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