Amazon opens new brick-and-mortar concept store in Soho

The store is stocked with products rated 4-stars or higher by Amazon customers
September 30, 2018 01:00PM

(Credit: Fuzzy Images via Flickr)

The e-commerce giant’s love affair with brick-and-mortar continues with a new store concept, Amazon 4-Star.

The store, which opened its doors Thursday in Soho, is similar to Amazon Books, but with a range of products besides books stocked on its shelves–all of which must have a rating of at least 4 stars by Amazon customers, Forbes reported.

Kitchen appliances, home gadgets, devices and electronics, toys and games–the store is stocked with popular items most people are likely to buy.

“We created Amazon 4-star to be a place where customers can discover products they will love,” the company noted in a blog post, as cited by Forbes. “Amazon 4-star’s selection is a direct reflection of our customers—what they’re buying.”

The new store is the latest in a spate of brick-and-mortar concepts the e-tailer has recently launched, starting with its acquisition of grocery chain Whole Foods a year ago and its cashier-free chain, Amazon Go, which the company is now planning to roll out in 3,000 locations. [Forbes]–Erin Hudson