E-commerce giant Amazon has expanded its footprint in Europe with the opening of its first physical retail space in the centre of Milan, Italy on 12 February 2025.
The store, named Amazon Parafarmacia & Beauty, offers curated beauty and personal care products from brands such as Eucerin, La Roche-Posay, Vichy and Avène.
Customers will find personalised recommendations aided by advanced technology and professional in-store advice. The store also caters to health needs by providing over-the-counter medications and para-pharmaceutical products.
Amazon Parafarmacia & Beauty has two key areas: the Main Gallery and the Derma Bar.
The Main Gallery serves as the central zone, displaying a broad spectrum of beauty and personal care items alongside dermatologist-endorsed products. An innovative feature within this area is Place & Learn Stations - interactive digital displays that inform customers about products through videos that activate when items are placed on designated trays.
The videos show product ingredients and give usage instructions and other relevant information. The store's layout facilitates easy exploration of different brands and categories, thanks to organised shelving and electronic shelf labels.
The Derma Bar offers an immersive experience where customers can receive free digital skin analyses and tailored product suggestions from beauty experts.
Using advanced digital tools, customers receive a detailed assessment of their skin type and condition at one of the three digital skin analysis stations. Based on these insights, beauty experts recommend suitable products.
Try-on stations allow customers to sample products firsthand.
There is also a dedicated counters and over-the-counter section, staffed by professional pharmacists who offer non-prescription medications along with expert advice on product selection.
Amazon Europe consumer goods vice-president Giorgio Busnelli stated: "We're thrilled to announce the opening of Amazon Parafarmacia & Beauty in Milan, a physical store that further enhances and innovates our customers’ shopping experience featuring a curated selection of beauty and personal care products. 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.
“Thanks to this opening, we will be able to expand our online beauty and personal care product offerings across Amazon's stores in Germany, France, Italy, Spain and the UK throughout the year. This 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 plans to gradually introduce the expanded selection to online stores in Germany, France, Italy, Spain and the UK.
In a separate development, the retailer is currently testing a new shopping experience in beta [final stage development trial] in which select products will appear in search results, even if they are not available in its store.
These items will be linked directly to the brand's website, allowing customers to click a link and complete their purchase.
