Amazon closed its two Amazon-style clothing stores on Sunday, November 09, 2023, and will shift its focus toward grocery store brands Amazon Fresh and Whole Foods Market.
With the hope of revolutionizing its customers' clothes shopping experience, Amazon Style opened its first store in May 2022. The retail establishments showcased cutting-edge amenities such as intelligent changing rooms equipped with touchscreens and product recommendations powered by artificial intelligence.
Patrons were urged to utilize the Amazon application to make product and measurement decisions while perusing the assortment of men's and women's apparel. However, the technologically focused experience did not resonate with the consumers.
Amazon Style Did Not Make It In Two Years
The Amazon-style clothing shops have not for the last two years. Amazon opened its first Style store in Los Angeles, California. The company said the store would provide customers with "a personalized and convenient shopping experience while creating local jobs," The second store opened in Columbus, Ohio, in October 2022.
Based on Google Reviews, several customers visited the Amazon Style Clothing location. One customer said, "If you get in without a smartphone, you are pretty much screwed."
Besides, another complained about waiting 30 minutes to get their item to try it on and was disappointed.
At the beginning of this month, Amazon shut down its final two fashion stores, which were located in Columbus, Ohio, and Glendale.
Kristen Kish, the spokesperson of Amazon, said in her statement on The Verge that after careful consideration, they have decided to close the two Amazon-style physical stores and focus on their online fashion shopping experience.
Shoppers can still buy fashion and apparel merchandise at the Amazon website.
Redirection from Amazon Style to Grocery Stores
The company will concentrate on Amazon Fresh and Whole Foods Markets grocery store brands.
Recently, the company reopened its first-ever store in Woodland Hills, California, after a massive remodeling and some significant changes.
The remodel turned the store into a more friendly market-style store focusing on ready-made hot and cold foods instead of emphasizing technology.
There are fewer Amazon logos on the signs and lights now than before.
Claire Peters, Vice President of Retail at Amazon, said on Retail Dive that they will not offer the essential grocery shopping experience well enough or consistently.
When it comes to business, Amazon breaks almost all the rules.
Amazon started small as an online bookstore in Seattle. Since then, it has grown into a big player in at least five industries: retail, logistics, consumer technology, cloud computing, and most recently, media and entertainment.
The grocery industry was shaken when Amazon paid $13.7B for the Whole Foods chain last year. This figure shows how deeply Amazon is pushing into brick-and-mortar shopping.
Amazon is no longer just a "everything store." It is now a leader in AI services for consumers and business cloud services. Its rivals always have to be on the lookout for its next move because it is always looking for new markets.
