08 Ago Amazon Style: What it is and how it will revolutionise the way you shop for clothes

• With the arrival of Amazon’s «Try First, Pay Later», the e-commerce giant offers its customers the convenience of trying on clothes in their own home.
• Amazon now hopes to make shopping in its physical shops faster, more hygienic, more efficient and easier for consumers.

Jeff Bezos’ company first decided to eliminate the tedious time people spent trying on clothes by launching its «try first, pay later» programme. With it, as we explain here, you can receive up to 6 garments to your home, try them on at your leisure and only pay for the ones you want to keep. Now, Amazon has gone one step further with the creation of Amazon Style.

This new physical shop model, so to speak, is very similar in appearance to a conventional clothing shop, except that there are no mountains of clothes or endless queues. It will all work thanks to an app and Amazon’s excellent logistics and will take customer convenience to new heights.

What is Amazon Style

The new physical shops that Amazon wants to open are not very different in appearance from conventional clothing shops. Unlike what happens at Amazon Fresh, here you will still see cash registers, shop assistants, fitting rooms and the like; but you will be able to go to the fitting room without carrying anything in your hands. You will also be able, once you are inside one, to get a different size or colour without having to leave it. The real revolution of these spaces, with which Amazon wants to enter the world of physical clothing shops, lies in the shopping experience that the user will have.

The first point of the new experience is «Amazon Shopping», the innovative application from which you can see the different sizes, colours, ratings from other customers and product details from the comfort of your smartphone. Moreover, you won’t have to carry the clothes you want to try on, since with one click you can add the clothes you want to a fitting room or send them directly to the cash register to pay. Therefore, a customer will only have to scan a QR code to be able to access all the options available for a garment.

Another of the novelties proposed by the company is a technology that makes it possible to offer each customer a series of garments in accordance to their personal style, tastes and measurements. This is normally very costly, but thanks to the machine learning algorithm, as customers move around the shop scanning items, they will be presented with garments that may be of interest to them.

The fitting room: the strong point reinvented

It is in this section where the customer will most notice the differences with conventional fitting rooms. From now on, they will be completely personalised spaces where users can enjoy a seemingly unlimited wardrobe.

«When a shopper enters their fitting room, they will find the items they ordered while browsing the shop, plus additional options chosen according to their preferences,» Amazon says. In addition, they can still shop using the touch screen inside and the products will appear there in no time thanks to the logistics technology in the back of the shop.

Much more than shopping

The new model that Amazon wants to implement for its physical shops goes far beyond what we have seen so far. First of all, the amount of clothes they have available crosses all previous limits. In one shop you can find everything from low-priced basics to high-end products. In addition, the quantity of products available will be updated frequently, thanks to Amazon’s network of logistics centres.

Finally, the shopping experience doesn’t end when you walk out the door, as the items you’ve been looking at will be saved in the Amazon Shopping app and can be viewed and purchased at a later date. In addition, you can shop on Amazon.com and request delivery to Amazon Style to try on the clothes in person.