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 company’s first-ever real-world fashion retail store. It just opened and here’s what customers can expect.

To start, Amazon surprisingly isn’t opening the first store in Seattle, instead, it’s 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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The shopping experience is built around personalization with real-time recommendations sent to the customer’s 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 the touchscreens in the rooms. And if you’re wondering, prices will be the same in-store as they are online.

Some of the store’s featured brands include Calvin Klein, Levi’s, Champion, and more.

The store is open now so if you’re planning a trip to Los Angeles and are curious about what Amazon’s first IRL fashion store looks like, this is your chance.