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

The store is stocked with products rated 4-stars or higher by Amazon customers

(Credit: Fuzzy Images via Flickr)
(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.

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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