Amazon is launching a high street clothes store (and it sounds like a

Having ‘disrupted’ the high-street from the internet Amazon is now launching a tech-driven clothes store in the real world.

The first Amazon Style store is opening in suburban Los Angeles later this year.

It is planned to be a tech-heavy retail experience with single size and colour outfits displayed on the shop floor. And customers will need to use their mobiles phones to browse and order different sizes and colours, with the products then fetched from a storeroom in the back – so, it sounds something like Pokemon Go fused with Argos.

Clothes can be delivered into a ‘secure closet’ hatch into fitting rooms. The idea is that customers can try on products, amend orders or continue to shop for more items using their phones in the fitting room.

Amazon plans to sell women’s and men’s clothes, shoes, and accessories across a broad range of price from US$10 ‘basics’ to higher value designer pieces.

In the silicon valley retail and ecommerce firm’s own words: “Amazon Style offers a seamless and elevated shopping experience. Using the Amazon Shopping app, customers simply scan an item’s QR code to see sizes, colors, overall customer ratings, and additional product details.

“With the tap of a button, shoppers can add the item to a fitting room or, if they don’t need to try it on, send it directly to the pickup counter.”

Using AI, Amazon says it aims to remove the expense and exclusivity from ‘personal styling’.

“Amazon Style is built around personalization,” the company added in a press release.

“Our machine learning algorithms produce tailored, real-time recommendations for each customer as they shop. As customers browse the store and scan items that catch their eye, we’ll recommend picks just for them.

“For an even more tailored experience, customers can share information like their style, fit, and other preferences to receive more refined recommendations.”