Amazon is digging deeper into the physical storefront. The tech giant is opening a real-world clothing store called Amazon Style in Los Angeles later this year, the company announced Thursday.
"Customers can browse brands they know and love while also discovering new and emerging designers across hundreds of top brands throughout the store," Simoina Vasen, managing director of Amazon Style, wrote in the announcement.
Amazon plans to incorporate tech into every facet of the retail store, including an app that sends items to a fitting room or checkout. Using the Amazon Shopping app, customers can scan a QR code on an item and send it to a fitting room, request more sizes or send it to a pickup counter.
Amazon seems to be covering as much ground as it can in the physical retail front. The company went back to its roots with physical bookstores a few years back, and it opened its first Amazon Fresh store in 2020. Amazon introduced everyone to cashier-less technology, most recently launching it in two Whole Foods stores.
Other big tech companies are getting into physical stores, too. Meta is looking to open a physical store for people to buy its AR and VR products, and Google opened its first brick-and-mortar store in New York City last year.