Amazon’s Star is Rising in Bricks and Mortar

Paul AinsworthPaul AinsworthSeptember 28, 20182min

Amazon has opened a new concept store selling only goods that have been rated highly online.

Located in New York’s SoHo district, Amazon 4 Star is among the brand’s first permanent non-mall or pop-up ventures, and sells items that are receiving positive ratings from customers on the Amazon website.

The inventory will change weekly, depending on what is selling well online and achieving high ratings. Among items available in the opening week are board games and a triceratops taco holder.

Cameron James, VP of¬†Amazon’s physical retail division, said: “SoHo is not just one of the premier shopping areas in New York, it’s also one of the premier shopping destinations in the country. When opening a concept like this you want to be where there are a lot of shoppers who are super-engaged, and this is a great place to do it.”

The new store follows the opening of the first Amazon Go checkout-free outlet in Seattle earlier this year, in which customers pay by sensors recording what they leave the store with, and charge the cost to their Amazon Prime accounts.

Amazon registered a UK trademark for their Go stores in late 2017, but so far the firm has remained tight-lipped about when the first will open this side of the Atlantic.


Paul Ainsworth

Paul Ainsworth

Experienced Irish journalist and former newspaper editor now helming executive editorial duties with Customer Experience Magazine, the UK's premier online source for Customer Experience news, features, and opinion, along with its sister site, CXM World.




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