Amazon opens first physical beauty store in Italy
The Milan store expands the company's retail presence in Europe with a focus on beauty, personal care and pharmacy products.
According to Amazon's announcement, the company unveiled its first physical retail store in Italy yesterday, February 11, 2025, marking a strategic expansion of its beauty and personal care offerings across European markets. Located in Milan's Piazzale Cadorna, Amazon Parafarmacia & Beauty introduces a dual-concept store model combining technology-enhanced shopping with professional consultation services.
Giorgio Busnelli, Vice President of Amazon's Consumer Goods in Europe, stated that the store aims to enhance customer experience through a combination of curated product selection and technological innovation. The store's opening precedes a planned expansion of Amazon's online beauty and personal care product offerings throughout 2025 across its digital platforms in Germany, France, Italy, Spain, and the UK.
The 'Main Gallery' section showcases products from established dermatological brands including Eucerin, La Roche-Posay, Vichy, Avène, Bionike, Rilastil, and CeraVe. Interactive 'Place & Learn Stations' provide detailed product information through digital displays, activating educational content when items are placed on designated surfaces. Electronic shelf labels complement the traditional retail environment with digital price updates and product details.
A dedicated 'Derma-bar' area offers complimentary skin analysis services. Customers can receive personalized skin assessments using diagnostic technology at three digital analysis stations. Beauty consultants interpret the results and provide specific product recommendations based on individual skin conditions and needs.
The pharmacy section, staffed by licensed pharmacists, dispenses over-the-counter medications. Professional staff provide guidance on non-prescription products and pharmaceutical items, integrating traditional pharmacy services with modern retail concepts.
Operating hours reflect standard European retail schedules, with the store open Monday through Friday from 8:00 AM to 7:00 PM, and weekends from 9:00 AM to 7:00 PM. The location at Piazzale Cadorna, 4, positions the store near major transportation hubs and tourist attractions in Milan's city center.
The store design emphasizes accessibility and product education. Digital interfaces throughout the space provide detailed information about ingredients, usage instructions, and product benefits. The layout organizes items by category and brand, facilitating navigation through the extensive product selection.
This physical retail presence complements Amazon's existing online operations in Italy. The company indicates that learnings from this store will inform the expansion of its beauty and personal care offerings across European markets throughout 2025.
Contact information for the store includes two dedicated phone lines: (+39) 02 4441 8800 and 02 4441 8819. The facility remains closed during Italian national holidays, aligning with local retail practices.
The development follows several recent Amazon initiatives in Europe. According to company announcements, these include the introduction of Rufus, an AI shopping assistant, in November 2024, and reports of improved Prime delivery speeds in early 2025.
This retail expansion demonstrates increasing competition in the European beauty and pharmacy sector, where established chains and department stores have traditionally dominated. The integration of digital technology with physical retail space indicates evolving approaches to consumer engagement in the beauty and personal care market.