Amazon continues to experiment with stores, and its latest announcement reveals the opening of a new store called Amazon Paraframacia & Beauty in the heart of Milan, Italy. This store will offer a range of beauty and personal care items, as well as medications without a prescription. In addition to this opening, the company plans to progressively expand its catalog of beauty and personal care products in Europe throughout the year, covering its online stores in Germany, France, Italy, Spain, and the United Kingdom. This expansion will enable customers to access a broader offer adapted to their needs and preferences.
The company’s vice president of consumer goods in Europe, Giorgio Busnelli, expressed his delight at the opening of Amazon Paraframacia & Beauty, stating that the store has been designed to provide an innovative experience, merging cutting-edge technology with expert advice. He highlighted that the opening of this store allows Amazon to expand its offer of beauty and personal care products in its online stores across Europe, reflecting the company’s dedication to meeting the diverse needs of its clients.
What can be found in the store?
Amazon Paraframacia & Beauty will feature a selection of brands from recognized brands such as Eucerin, La Roche-Posay, Vichy, Avène, Bionike, Rilastil, and Cerave. Furthermore, customers can access a free digital analysis of their skin, which will enable them to determine their skin type and condition, receiving personalized product recommendations.
The store will also include an area staffed by pharmacists, where buyers can acquire medications without a prescription and other free-sale products.
A new experiment in physical retail
This store format represents Amazon’s latest attempt to establish itself in physical retail trade. Over the years, the company has experimented with various concepts, such as bookstores, temporary stores, four-star spaces, and fashion stores, although many of these have been closed. Amazon has also reduced its presence in the Amazon Go convenience store sector, while maintaining its Whole Foods and Amazon Fresh supermarket chain in the food sector. With this new launch, Amazon reinforces its commitment to the beauty and personal care sector, combining technological innovation with specialized attention at the point of sale.