What: Amazon's new 30,000-square-foot store is powered with technology and experiments with algorithms and apps to make shopping easier.

Why it is important: The first Amazon Style store, which opened at the Americana at Brand shopping center outside of Los Angeles, makes perusing for clothes and accessories more like an online experience but with the ability to touch, feel and try on the product.

The store displays racks of men’s and women’s clothing and shelves of shoes, jewelry and beauty products, but there is not more than one sample of an item on the rack or shelf.

From the time a customer enters the store to the time they exit, they can shop with the Amazon app, which helps personalize their buying experience and makes shopping easier by programming in their size and fashion preferences as well as their credit card number for easy checkout.

When a shopper sees something interesting, they take their smartphone app to read the QR code on the tag. Up pops a list of sizes and colors stored in the back, which can be sent to their personalized dressing room or to the cashier. They can keep shopping until they want to try on their selections, which have been placed in a fitting room whose number pops up on their screen when they indicate they are ready. They can take their app to unlock the fitting room, and they’re ready to try on clothes. If not happy with your size or color selection, customers can tap a fitting room screen and a store employee will deliver more sizes and colors to a locked closet attached to the room. Once done shopping, the shopper can take the items to the check-out area, scan the QR code and pay with the credit card filed on their app or with another credit card, cash or a check.

If they are not into spending much time in the store, they can also shop online at Amazon.com, have their box shipped to the store and then try on those items. If they don’t like what they bought, a store employee will take care of returns. For those who don’t want to download the app, they can shop the old-fashioned way with the help of a store employee.

Merchandise on the store floor is also displayed differently. There is a section where outfits have been selected by various influencers to give them an idea of what is trendy. There is also a section for premium brands, including Vince, Theory, Equipment and Rebecca Taylor as well as a section for popular brands including Calvin Klein, Levi’s and Lacoste. Amazon’s own brands are also for sale, but currently don’t make up the majority of items on the floor.

With that in mind, there is a section called “Sales & Deals.” A consumer can scan the QR code and find what is on sale in the store, with personalized items listed too.

Amazon Style is open