amazon 4 star store nyc soho

Amazon New Retail Concept Amazon 4-Star Store Opens in New York City

As traditional retailers try to find an online strategy to compete with Amazon, the company continues to look for new ways to enter the physical retail space.

On Thursday, Amazon will open Amazon 4-star, a new physical store where everything for sale is rated 4 stars and above, is a top seller, or is new and trending on its marketplace.

The store is in one of New York’s most vibrant neighborhoods — SoHo — on Spring Street between Crosby and Lafayette Streets (72 Spring Street).

What Products Will The Store Offer?

The company says it created the Amazon 4-star store to be a place where customers can discover products they will love.

Amazon 4-star’s selection will be a direct reflection of their customers, offering popular items they are buying online.

Amazon started with some of the most popular categories from its website including devices, consumer electronics, kitchen, home, toys, books, and game.

Among those categories it chose only the products that customers have rated 4 stars and above, or are top sellers, or are new and trending.

At opening, the average rating of all the products in the Amazon 4-star store are 4.4 stars. And collectively, the products in store have earned over 1.8 million 5-star customer reviews.

It should not come as a surprise that Amazon branded products will be front and center in this new store. Expect to find many Alexa powered and Fire branded devices.

amazon 4 star store fire stick
Source: Amazon

Throughout the store, the company will showcase features such as:

  • Most-Wished-For: a collection of products that are most added to Wish Lists.
  • Trending Around NYC: hot products that NYC-area customers are buying on Amazon online
  • Frequently Bought Together: products that are often combined in one shopping cart
  • Amazon Exclusives: items that are only available from Amazon

Amazon believes these features, along with customer review cards with quotes from actual customer reviews, will make it fun and easy to shop.

Store Open Thursday, September 27

Amazon 4-star opens to all customers on Thursday, September 17. Opening hours will be Monday-Saturday: 10:00 a.m.–9:00 p.m., Sunday: 11:00 a.m.–8:00 p.m.

The company said Prime members pay the price in store.

Digital price tags alongside every product show the Prime price and list price, Prime member savings, the average star rating, and the total number of reviews a product has received.

And to entice more customers to become Amazon Prime members, the company will offer instant free 30-day trial membership and shoppers will then immediately receive the Amazon Prime price in the store.

Brick and Mortar Amazon

Amazon did not say if it will open more of these 4-star stores. Right now this one store appears to be a test.

But Amazon’s brick and mortar store ambitions go well beyond this one 4-star store.

Besides already owning the Whole Foods Market grocery store chain, it also has a few Amazon boutiques in Kohl’s department stores.

READ MORE: Amazon and Kohl’s Form Another Partnership

And rumors surfaced last week suggesting the company may open as many as 3,000 Amazon Go stores, its cashierless convenience store.

There is a definitive brick and mortar retail direction at Amazon and that should make a lot of traditional retailers nervous.

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