Amazon will use machine-learning algorithms to produce tailored, real-time recommendations for customers as they shop at its first-ever physical apparel store when it opens in Los Angeles later this year.

The store will offer a personalised shopping experience where Amazon’s technology and operations make it easier for customers to find styles they want at the right price.

Called Amazon Style, the physical fashion store will let shoppers find a selection of women’s and men’s apparel, shoes and accessories. Customers can browse brands they know while discovering new and emerging designers across hundreds of top brands throughout the store.

Using the Amazon Shopping app, shoppers 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 the room within minutes.

The first Amazon Style store will open later this year at the Americana at Brand, a shopping destination in greater Los Angeles.

Using the Amazon Shopping app, customers scan an item’s QR code to see sizes, colours, overall customer ratings and additional product details. With the tap of a button, they 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. 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 colour, size and fit. Instead, Amazon Style features display items, bringing more looks and less clutter to in-store shopping.

The store will be built around personalisation. Machine-learning algorithms will produce tailored, real-time recommendations for each customer as they shop. As they browse the store and scan items that catch their eye, it will recommend picks just for them.

For a more tailored experience, they can share information such as their style, fit and other preferences to receive more refined recommendations. Even shopping for deals is personalised; they can view deals in store that match their preferences right in the app.

The fitting room will become a personalised space where customers can continue to shop a closet of styles. When a shopper enters their fitting room, they will find the items they requested while browsing the store, plus additional options based on their preferences.

They can continue shopping without having to leave their fitting room. Using the touchscreen, they can rate items to get new picks in real time and request more styles and sizes to be delivered to their fitting room closet in minutes.

With Amazon’s fulfilment centre network, selection at Amazon Style will be frequently updated so shoppers can discover new items each time they visit.

In addition to Amazon Style’s selection of items available for in-store purchase, customers can find and shop more styles online. Items scanned at Amazon Style are saved in the app, making it easy to revisit and purchase at a later time or find more items online from brands discovered in the store.

Customers can shop millions of apparel items on Amazon.com, request delivery to Amazon Style, and try on items in a fitting room. If an item isn’t perfect, they can return it in store.