Remember the good old days when Amazon’s most extreme move was its grocery stores? Well, the online retail giant is continuing its move into the physical world with Amazon Style, the companies first ever real world fashion retail store. Here’s what customers can expect.

To start, Amazon surprisingly isn’t opening the first store in Seattle, instead it will be located at The Americana at Brand, a shopping destination in greater Los Angeles. Although if the store proves to be popular, Seattle will certainly be due for its own location.

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amazon style
Photo via Amazon

The shopping experience is built around personalization with real time recommendations sent to the customers Amazon Shopping app.

“Using the Amazon Shopping app, customers simply scan an item’s QR code to see sizes, colors, overall customer ratings, and additional product details. With the tap of a button, shoppers can add the item to a fitting room or, if they don’t need to try it on, send it directly to the pickup counter. ” It seems oddly similar to selecting a video game skin or designing a Sim’s character.

“Amazon Style offers more selection than a traditional store of its size—more than double the number of styles—without requiring customers to sift through racks to find the right color, size, and fit. Instead, Amazon Style features display items, bringing more looks and less clutter to in-store shopping.”

After choosing items to try on, customers will find them placed in their designated fitting room. What’s more, customers can continue shopping within the fitting rooms thanks to touchscreens in the rooms. And if you’re wondering, prices will be the same in store as they are online.

The exact opening date for the store is TBA but Amazon says it will open later this year. Until then we can all imagine what industry the tech giant will get into next.