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Amazon's Experiment With Physical Stores Continues

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Amazon  (AMZN) - Get Amazon.com, Inc. Report, the company that disrupted the brick and mortar retail industry continues its investment in physical stores. On Thursday, the online retail giant announced its latest venture: Amazon Style.

Amazon Style is the company's first-ever physical fashion store. Scheduled to open in Los Angeles later this year, customers can find a selection of women's and men's apparel, shoes and accessories.

"Amazon Style brings together the best of shopping on Amazon—great prices, selection, and convenience—with an all-new in-store shopping experience built to inspire," Amazon said in a statement. 

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Amazon’s experimentation with physical stores is nothing new. The company, which got its start as an online book retailer, opened its first physical store, Amazon Books, in Seattle in 2015.

In 2017, the company bought Whole Foods for $13.7 billion, bringing over 460 stores under its management. In 2018, Amazon launched Amazon Go, a cashier-less convenience store. 

In 2020, the company opened its first Amazon Fresh store in Woodland Hills, California. Amazon Fresh, which targets lower and middle-income shoppers, now has at least 19 stores.

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