Inside The New Amazon 4-Star Store in New York City (video)

Inside Amazon's New 4-Star Store

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 BasicsCNBC.com video above published Sep 27, 2018.

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