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Amazon looks to crack the brick-and-mortar code with a beauty and personal care store in Milan

Article by Zak Stambor  |  Feb 14, 2025
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Amazon looks to crack the brick-and-mortar code with a beauty and personal care store in Milan
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Personal Care & Beauty
Retail Sales
Retail Ecommerce Sales
Italy

The news: Amazon launched its first brick-and-mortar store in Italy, Amazon Parafarmacia & Beauty, offering beauty and personal care products from brands like Eucerin, La Roche-Posay, and CeraVe.

The store is divided into two main areas:

  • The Main Gallery showcases beauty, personal care, and dermatologist-recommended products from trusted brands. It also features “Place & Learn Stations”—interactive displays that provide ingredient details, recommended usage, and more when shoppers place a product on a designated tray.