Amazon Shutters ‘Amazon Style’ Stores to Focus on Online Fashion

Amazon has undertaken a retail strategy shift, closing its two Amazon-style clothing stores in New York and Los Angeles. Initially, the stores were expected to compete against Macy’s and Kohl’s, but it didn’t pan out.

Kristen Kish, Amazon spokesperson, said the company wants to improve the online fashion shopping experience and introduce innovative technology. “Physical retail remains an important part of our business, and we’re continuing to invest in growing our grocery stores business, which spans Amazon Fresh, Whole Foods Market, Amazon Go, and third-party partnerships.” She highlighted that Amazon has already unveiled some of those investments.

Amazon Style Opens its First Retail Clothing Store - The Manual

The Amazon Style clothing stores didn’t even make it two years. The e-commerce giant opened its first Style location in Los Angeles, California in May 2022 with the promise to offer consumers a personalized and convenient shopping experience and create local jobs.

However, in March 2022 Amazon announced it would shut down most of its physical stores, including its Books, 4-Star, and Pop Up locations. Earlier this year, Amazon said it would close down some Amazon Fresh and Go stores because it wasn’t living up to the company’s expectations. It also paused the expansion of Fresh supermarkets.

Amazon's cashier-less Seattle grocery store is opening to the public | MIT Technology Review

Amazon is working to determine the right formula to make its businesses profitable and is committed to its brick-and-mortar businesses.

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