The first drugstore lands in Italy! Amazon.com, Inc. (AMZN.US) is trying its hand at physical retail again.

Amazon.com, Inc. (AMZN.US) will open a beauty and health products store in the center of Milan, Italy, marking the company's latest endeavor in the physical retail sector. Amazon Parafarmacia & Beauty will be the company's first physical retail store in Italy, and is set to open on February 12th. The store will offer a wider range of beauty and personal care products, as well as non-prescription drugs and health products. According to reports, the Milan store will feature "Place & Learn Stations" where customers can interact with digital displays to learn about products, as well as a skincare bar where customers can receive free digital skin analysis and product recommendations. Amazon.com, Inc. stated that the store will include an area staffed by on-site pharmacists, where shoppers can purchase "over-the-counter drugs". The e-commerce giant aims to extend its online success in the beauty and personal care category to the physical retail sector. Beauty and personal care products, ranging from hair gel and cosmetics to deodorants and cotton swabs, are among the fastest growing vertical categories for Amazon.com, Inc. A recent Statista survey showed that Amazon.com, Inc. is the leading online beauty retailer in the United States. The company has been selling health and beauty products since 2000, initially focusing on mainstream market brands. In subsequent years, Amazon.com, Inc. gradually introduced more luxury brands such as Estee Lauder Companies Inc. Class A and La Mer. Market research firm NielsenIQ recently pointed out that while e-commerce has rapidly developed in the past five years, in-store experiences have remained largely unchanged. Successful retailers in the future will find a way to capture the excitement of beauty e-commerce and bring it into the physical world. This new retail format marks Amazon.com, Inc.'s latest attempt in the physical retail sector. The company has previously opened physical stores including bookstores, pop-up shops, and clothing stores, all of which closed due to poor sales. Amazon.com, Inc. has also scaled back its Amazon Go convenience stores and closed a store in Woodland Hills, California last month. In the grocery sector, Amazon.com, Inc. owns Whole Foods supermarkets and its own brand Fresh chain stores.