Amazon has announced that it is opening its first apparel store, Amazon Style, offering customers the chance to try on algorithmic recommendations in fitting rooms with digital displays. Customers can browse brands they know and love while also discovering new and emerging designers across hundreds of top brands throughout the store.

Using the Amazon Shopping app, customers can send items to a fitting room, where they can use a touchscreen to browse more options, rate items, and request more sizes or styles that are delivered directly to their room within minutes. 

Amazon will also use machine learning algorithms to produce personalised recommendations for each customer, suggesting items that they might like based on what they're browsing

The store will open at The Americana at Brand in Los Angeles, California later this year.