Algorithms will tell you what to try on at the Amazon fashion store

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Amazon keeps a record of every good a customer scans so its algorithms personalise clothing recommendations.

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Shoppers can fill out a style survey as well. By the time they arrive in a fitting room, employees have already deposited customers’ requested items and others that Amazon has picked.Amazon has unveiled tech to help customers choose outfits before. The company has surpassed Walmart as the most-shopped clothing retailer in the US, according to analyst.

But it still has room to expand and compete with the likes of Macy’s and Nordstrom, which have opened smaller-format stores. Amazon’s line-up of physical grocery and convenience shops have yet to upend brick-and-mortar retail. The company’s new store aims to attract a broad range of shoppers with hundreds of brands, Vasen said, declining to name examples.

It has hundreds of associates, and no cashier-less checkout like some Amazon stores, Vasen said. Still, using a biometric system known as Amazon One, customers can pay with a swipe of their palm.

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