We Went Inside Amazon’s First Brick-and-Mortar Store in NYC

Sep 27, 2018

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Amazon opened a first-of-its kind store Thursday in New York City. Amazon 4-Star is located in SoHo, and is bringing customers Amazon’s top-rated items. All the items are a direct reflection of what customers are purchasing online; inside you can find items frequently bought together, items trending in NYC, gift guides, most-wished for items and more. Additionally, Amazon is selling its Amazon Basics offline for the first time ever.

The 4,000 square-foot store is permanent, unlike Amazon’s various pop-up shops around the country. The company currently has 18 brick-and-mortar bookstores around the US. Customers can find anything from board games, action figures and toys, kitchenware, books, Alexa products and other electronics. Amazon 4-Star attracted customers from all over the world on its opening day. Tourists from Israel to Argentina stumbled upon the store, and  several New Yorkers said they were excited to experience Amazon products in real life.

Marcia Wunsch, 72, and Tony Almonte, 54, are Amazon Prime members who read that the shop was opening and explained that they both frequently purchase items off Amazon.com and are looking forward to being able to see the items first-hand before buying. Another, 24-year-old New Yorker exploring the shop with her coworkers said she loved that she can now see and touch the items, but isn’t looking forward to lugging her purchases home. “I like Amazon because it comes right to your door,” she said.

Amazon representatives would not mention how long they had been planning to open this new physical shop and did not reveal any plans for more.

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