The first physical Amazon Fashion store just opened its doors on Wednesday, May 25 in Los Angeles, in the Glendale district, under the name 'Amazon Style'. Like the online retail giant's physical grocery stores, this opening relies heavily on digital technology and automation of the retail process.

"Amazon Style is designed around personalization," the company said in January. It turns out that visitors will after each product is viewed, be offered products they might like. Personalized recommendations will be fine-tuned as more items are viewed. Here lies the main bridge to Amazon's online sales operations.

This is a new step in Amazon's presence in the physical world. In addition to its grocery stores and its first Amazon Style, the group is at the head of the Whole Foods food chain. According to U.S. media, the company is now planning to open larger stores, envisioned as department stores, to further expand its offline product offering.

This development is particularly followed closely by the fashion sector, claimed by Amazon as one of the most prolific for its online marketplace. The pure player has become one of the largest clothing sellers on the U.S. market. It is supported in this by its partner brands as well as its own apparel brands, which numbered around 100 before the Covid-19 pandemic.

These include Meraki (basics), Find (street style), Simple Joys and Spotted Zebra (kids), Truth & Fable (evening), Iris&Lilly (lingerie), Lolias (jewelry), Core 10 (sportswear), and even Amazon Essentials basics.