Amazon opened a new store in New York on Thursday morning that’s unlike anything the company has ever done before.
Located in the city’s SoHo neighborhood, the shop, known as Amazon-4 star, sells what the e-commerce giant considers to be some of its most popular or best-rated merchandise on its website.
The store is a longer-term real estate deal, compared with the pop-up shops and mall kiosks that Amazon has tested in the past. It shows the company is serious about investing in bricks-and-mortar retail after its acquisition of Whole Foods and the gradual rollout of its cashier-less convenience stores across the U.S.
Inside the new shop in SoHo, one will find everything from quirky kitchen gifts like a triceratops taco holder to popular books, board games, laptops, Alexa-enabled devices and even items from Amazon’s in-house brands, like Amazon Basics.
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Inside Amazon’s New Four Star Store | CNBC