Amazon $AMZN opened a new store in New York last week that's unlike anything the company has ever done before. Located in the city's SoHo neighborhood, the store is known as Amazon 4-star (amazon.com/4-star).
See also: Introducing Amazon 4-star | blog.aboutamazon.com.
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 Amazon 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. CNBC.com video above published Sep 27, 2018.
Tweets by amazonnewsAmazon 4-star opens tomorrow in the SoHo neighborhood of #NYC – check out a sneak peek of the store here: https://t.co/tA2G8zI5OK pic.twitter.com/UYD0UeEkA5— Amazon News (@amazonnews) September 26, 2018
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