In describing the store, Amazon said, "We started with some of the most popular categories on Amazon.com including devices, consumer electronics, kitchen, home, toys, books, and games, and chose only the products that customers have rated 4 stars and above, or are top sellers, or are new and trending". The store, located on Spring Street between Crosby and Lafayette, is different from the Amazon Bookstore brick-and-mortar locations the retail chain already operates in NY, in that the SoHo shop only stocks merchandise that is rated at least 4 out of 5 stars by online customer reviews. The shop, known as Amazon 4-star, will let customers play with Echo speakers, Kindle e-readers and other devices made by the company. 27, in the SoHo neighborhood of New York City.
Like at its bookstores, 4-star doesn't accept cash.
The new store highlights Amazon's increased push into brick-and-mortar stores, where most of retail spending still happens, according to eMarketer. But they're welcome to buy them on their phones and then have them shipped.
For the convenience of the shoppers, Amazon has created mini stops throughout the new store. The products it sells can be changed out weekly, based on changing customer reviews or what is or isn't selling well, said Cameron Janes, who oversees Amazon's physical stores.
To leverage Amazon's deep knowledge of what Americans want, peppered throughout the store will be "Most-Wished-For" displays showing collections of products that are most frequently added to Amazon.com Wish Lists.
Amazon 4-star's products are less expensive for Prime members.
Amazon (AMZN) is stepping even further into brick-and-mortar retail operations.
Amazon sees physical stores as key to maintaining rapid revenue growth.