Amazon launched their first-ever physical apparel store called Amazon. The first Amazon Style store will open later this year at The Americana in Los Angeles, California. Amazon promises to offer a personalized, convenient shopping experience where Amazon’s technology and operations make it easy for customers to find styles they love at great prices. Amazon has previously experimented with physical retail formats in grocery and books.

Users can use the Amazon Shopping app to scan an item’s QR code to see sizes, colors, overall customer ratings, and additional product details. Shoppers can then add the item to a fitting room or, send it directly to the pickup counter.

Amazon Style offers more selection than a traditional store of its size—more than double the number of styles—without requiring customers to sift through racks to find the right color, size, and fit. Instead, Amazon Style features display items, bringing more looks and less clutter to in-store shopping.

According to Amazon, Amazon Style is built around personalization and machine learning algorithms. Those techniques produce tailored, real-time recommendations for each customer as they shop. As customers browse the store and scan items that catch their eye, they will get recommended 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.