Amazon has decided to get out of the screens to enter the real life of its customers with its first physical store in Italy. On February 12th, in Piazzale Cadorna in Milan, opened Amazon Parapharmacy & Beauty, a store dedicated to personal care products and over-the-counter drugs. A step that may seem unusual for the e-commerce giant, but which in reality follows a very specific strategy.
Milan, the city chosen for the debut
Milan was chosen for this opening because has always represented a strategic point for Amazon in Italy. The city hosts the headquarters of the company in our country and has been the scene of numerous temporary experiments during events such as Black Friday.
The store is the'Amazon's only physical store in Europe and, at least for now, it will remain an exception. Amazon itself, through Giorgio Busnelli, vice president of the Consumer Goods Categories of Amazon in Europe, has declared that at the moment no other openings are planned either in Italy or in Europe.
Why a parapharmacy?
La choosing a parapharmacy It may seem unusual for a company that has made logistics and online sales its strong point. Amazon has decided to focus on a growing sector and highly sought after by consumers. The shop offers products from well-known brands such as Vichy, Avène, Bionike, Eucerin, La Roche-Posay and Rilastil, selected based on purchasing trends recorded on the online platform.
The carefully selected products will be progressively available throughout the year in online stores in Germany, France, Italy, Spain and the United Kingdom, thus expanding the offering and responding to the different needs of customers.
A technological and interactive experience
Amazon Parafarmacia & Beauty is not a simple parapharmacy, but a environment designed to offer an innovative shopping experience. Customers can use interactive screens to receive information on products simply by placing them on special stations equipped with NFC sensors. Furthermore, the store includes a “skin room” where you can perform a personalized analysis of your skin using an advanced scanner and get tailored advice from expert consultants.
Prices, opening hours and business strategy
Unlike Amazon eCommerce, the In-store prices will not necessarily be aligned with online pricesThe strategy includes competitive prices in line with those of the local market, swithout exclusive discounts for Amazon Prime customers nor the possibility of picking up online orders in store. Amazon then chose to round up prices, abandoning the classic “.99 €” in favor of round figures or multiples of fifty cents.
Amazon Parafarmacia & Beauty is Open Monday to Friday from 8:00 to 19:00 and Saturday and Sunday from 9:00 to 19:00.
The Future of Amazon's Physical Retail
Amazon already has explored the world of physical retail with formats like Amazon Fresh and Amazon Go, especially in the United States, and with the acquisition of the Whole Foods Market chain. With this opening, Amazon seems to want to test new ways of selling and interacting with customers, in a sector where consulting and direct experience play a key role. The focus of Jeff Bezos' company, however, remains mainly online.
“We are thrilled to announce the opening of Amazon Parafarmacia & Beauty in Milan, a physical store that further improves our customers' shopping experience offering them a wide and curated selection of beauty and personal care products. We have designed this store to get even closer to our customers and ensure ainnovative experience, which combines cutting-edge technology and expert advice,” he said George Busnelli, Vice President Consumer Goods Categories Amazon in Europe. “Thanks to this opening, we will expand our presence in the course of 2025 our online product offering for beauty and personal care in all Amazon stores in Germany, France, Italy, Spain and the United Kingdom. This enriched selection reflects our commitment to meeting the different needs of our customers, both at our physical store in Milan and online in Europe”.
