Amazon Style, the business’s brick-and-mortar apparel store, has opened in the Los Angeles region at The Americana at Brand mall, the company said today, along with a video featuring some of its workers.

It joins Whole Foods and Amazon’s cashier-free Amazon Go and Amazon Fresh grocery shops in Amazon’s physical location roster. Amazon Style will sell apparel from Levi’s, Tommy Hilfiger, Champion, and other labels, and while it will not have Amazon’s Just Walk Out technology, it will have actual personnel on hand to assist you from start to finish.

Amazon’s “department store” rumours first arose in September, with a Wall Street Journal story claiming that the shop will leverage technology to focus on consumer convenience, with locations in California and Ohio. Amazon confirmed the Amazon Style brand in January and revealed the location of its “first-ever physical apparel shop,” with a special emphasis on eliminating the inconvenience of putting on items.

Amazon Style is outfitted with technology that is intended to improve the buying experience and reduce unnecessary processes. Each piece of clothing within the shop includes a QR code that consumers can scan to create a list of products to try on in a fitting room or send directly to pick up for purchase, avoiding the need to carry a large number of goods.

Another advantage is that customers may select clothing on Amazon.com, have it brought to the store to try on, then return an item right there if it isn’t to their taste.

When you visit the store, workers will gather the garments for the fitting room and tell you when they are ready for you to try on. Each fitting room also has a touchscreen monitor so consumers may ask for more things to try on and/or rate their preferred items as they go.

Customers may pay their bill with their Amazon account at the checkout. Unlike Amazon’s 24/7 online, this shop is open from 10 a.m. to 9 p.m. Monday through Thursday, 10 a.m. to 10 p.m. Friday and Saturday, and 10 a.m. to 9 p.m. Sunday.

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