Amazon opened a phone-controlled clothing store — it closed both locations in 18 months

Amazon opened its first Amazon Style apparel store in May 2022 at The Americana at Brand in Glendale, California, followed by a second at Easton Town Center in Columbus, Ohio, that October. The format let shoppers browse a single item on display, scan a QR code with the Amazon app, and have staff bring requested sizes and colors to a fitting room stocked automatically — an attempt to merge e-commerce-style personalization with a physical store.

Amazon never opened a third Amazon Style location. Both existing stores closed on November 9, 2023, less than 18 months after the first one opened. Amazon said it was ending the format to focus investment on its online fashion shopping experience instead.

The closures came alongside a broader retreat from Amazon's physical-retail experiments in the same period, as the company scaled back its bookstore and 4-star concept stores while continuing to expand its grocery formats.