Amazon Opens First Physical Store in Italy

Now open in Milan’s city center is Amazon’s first physical store in Italy. The locale offers beauty and personal care products that will progressively be made available throughout the coming year to online stores in Germany, France, Italy, Spain and the U.K.

“We’ve designed this store to bring us one step closer to our customers and to deliver an innovative experience, merging cutting-edge technology with expert advice,” Giorgio Busnelli, VP of Amazon’s Consumer Goods in Europe, said in a news release. “Its broadened selection reflects our dedication to meet the diverse needs of our customers, both at our physical store in Milan and online in Europe.”

Amazon’s new beauty/personal care store in Milan. Photo: Courtesy of Amazon

The new store offers a selection of beauty and personal care products from such brands as Eucerin, La Roche-Posay, Vichy, Avène, Bionike, Rilastil, CeraVe and others. It’s subdivided into two main areas:

• The Main Gallery, a central hub that showcases a wide selection of beauty, personal care and dermatologically recommended products. Its offerings include “Place & Learn Stations,” interactive digital displays that allow customers to learn more about products; as well as organized shelving displays and electronic shelf labels that make it easy for customers to explore different brands, products and categories.

• The Derma-Bar, an interactive area where customers use one of three digital skin-analysis stations to obtain a comprehensive report on their skin type and condition. Beauty experts then provide product recommendations based on the results. The derma-bar also features try-on stations to sample products.

The store also features a counters and over-the-counter area, staffed by on-site pharmacists, where customers can purchase non-prescription medications and advice from pharmacists on available products.