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Algorithms at the heart of Amazon’s first clothing store

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Customers will be able to shop from the fitting room, promises the Seattle group in a press release.

It is a shopping center in Los Angeles which will be the first to open later this year an Amazon Style branch.

Amazon Style is designed around personalization, the statement said. Consumers will be able to digitally scan the clothes they like, and the algorithms will make tailored recommendations in real time.

In the cabins, a touch screen will allow customers to select different models and sizes, which the staff on site will bring to them in a few minutes. Amazon specifies that this scenario is made possible thanks to the sophisticated technologies and processes already used in its 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 and try on the clothes on site.

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Does Amazon have too much power?

Like Apple, Meta (Facebook) and Google, Amazon is criticized for having accumulated too much power in the markets it dominates. The competition authorities accuse him in particular of being judge and jury on his platform, where he markets his 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 small businesses on Amazon.

Amazon opened its first physical store six years ago. It was a bookstore, the first sector that the company disrupted with its online sales platform. He has since launched different brands, with varying degrees of automation, from food products to electronics. And he bought the organic supermarket chain Whole Foods in 2017.

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