First, Amazon competed with malls. Now, it’s moving inside one.

The online retailing giant said Thursday that it plans to open a clothing store in a Southern California mall later this year. It’s the latest foray into brick-and-mortar for Amazon, which already sells more than 10% of all clothes in the U.S.

Amazon says its algorithms will spit out real-time recommendations as shoppers keep scanning items that they see. Shoppers can also fill out an online survey of their preferences for style and fit.