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Amazon Style, Amazon’s first physical fashion store, opened on May 25, 2022, at The Americana at Brand in Glendale, California, in the greater Los Angeles area. Amazon designed it to combine in-person browsing and fitting rooms with product discovery and item requests through the Amazon Shopping app. Both Amazon Style locations later closed; the Associated Press reported the planned closures in November 2023.
Where and when Amazon Style opened
Amazon announced the store on January 20, 2022, naming The Americana at Brand as its planned first location. The shopping center is in Glendale, not the City of Los Angeles, so “Los Angeles” describes the broader area. The store opened on May 25, 2022, according to Retail Dive’s contemporaneous report. Amazon later welcomed Los Angeles-area customers to the open store in its employee feature.
Amazon Style was Amazon’s first physical fashion store—not its first physical retail store of any kind.
How the store was meant to work
Amazon presented Amazon Style as a way to browse clothing in person while using the Amazon Shopping app to find information and request merchandise. The company described this shopping flow in its January 2022 announcement:
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- Scan a display item’s QR code. Amazon said the app would show details such as available sizes and colors, ratings, and other product information.
- Request an item. Shoppers could ask for an item to be sent to a fitting room or pickup counter.
- Try on and request more. Amazon said fitting-room touchscreens would let customers rate items and request additional sizes or styles, which staff would bring from back-of-house inventory.
Amazon also described machine-learning-powered personalized recommendations. These were features and capabilities the company said it intended to provide, not independently measured results about how well the store served customers.
What Amazon said shoppers would find
The announced assortment included women’s and men’s apparel, shoes, and accessories, with “hundreds of top brands,” according to Amazon. The company also said the store would offer “more than double the number of styles” of a traditional store of similar size. Its explanation was that displayed items could be supplemented by sizes, colors, and styles kept behind the scenes. Both the brand count and comparison were Amazon’s claims, not independently audited retail statistics.
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Amazon Essentials clothing appeared among the looks highlighted in the company’s employee feature. That is evidence the brand was represented in the store’s fashion story, not that a particular item remains available or that the closed store’s assortment is still sold as it was then. Any current Amazon apparel listing is separate from Amazon Style.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.When Amazon Style closed
On November 2, 2023, the Associated Press reported that Amazon would close both Amazon Style locations—the Glendale store and a store in Columbus, Ohio—the following week. The report does not establish an exact final day of operation. Amazon Style should therefore be treated as closed, rather than as a store shoppers can currently visit.
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Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
