Algorithms will tell you what to try on at Amazon’s new fashion store

Amazon Inc’s first ever apparel store is coming with a tech twist.

The planned “Amazon Style” department store near Los Angeles will include recommendations from algorithms, Reuters reports.

The store would come with what Simoina Vasen, a managing director at Amazon, calls a “magic closet” in the fitting room.

At the store, model items are on the racks, and customers scan a code using Amazon’s mobile app to select the color and size they would like.

To try on the clothes, which are stored in the back, shoppers enter a virtual queue for a fitting room that they unlock with their smartphone when it is ready.

Inside, the dressing room is “a personal space for you to continue shopping without ever having to leave,” Vasen told Reuters.

Each dressing room has a touchscreen letting shoppers request more items that staff deliver to a secure, two-sided closet “within minutes,” she added.

The touchscreens suggest items to shoppers too.

The store can personalise clothing recommendations as Amazon keeps a record of every good a customer scans.

Shoppers can also fill out a style survey as well.

Vasen said Amazon’s new store aims to attract a broad range of shoppers with hundreds of brands.

Customers can pay with a swipe of their palm using a biometric system known as Amazon One.

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