Amazon opens its offline shop in New York

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Amazon, in its third decade of business, dominates the world of online shopping.
But an actual bricks and mortar Amazon store? That’s still as rare as an A-list celebrity sighting.
The company opened its seventh US bookshop in New York on Thursday, drawing a steady stream of selfie-snapping gawkers, tourists and loyal shoppers who revelled in the novelty experience of shopping in person.
“It makes it feel more accessible,” said Amanda Martinez, 25, of New York, who arrived before the store opened and walked out later with a JJ Abrams novel. “It’s already accessible because it’s online but it’s nice to go inside and walk around.”
Amazon opened its first bookshop in Seattle in 2015. By the end of the year, it plans to have 13 in the US. It’s also expanded its physical footprint on university campuses and is experimenting with grocery and convenience shops.
Accelerate disruption
Bricks and mortar retail remains a marginal part of Amazon’s business – and that’s not likely to change anytime soon, said analyst Tuna Amobi, who follows the company for CFRA Research.
But Mr Amobi says even on a small scale, a real store has benefits, including boosting brand awareness and exposing people to Amazon’s Prime subscription service. Prime members get the online prices in the store, while non-members must pay the list price for books.

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