Amazon has called time on a nationwide network of pop-up stores throughout the US as it switches its attention from customers wishing to trial products and services in person to a new and expanded range of product-specific stores.
Under the plans, Amazon will close all 87 of its pop-up stores in the country next month but will also open dozens of new grocery outlets, a precursor to moves which could see it build as many as 3,000 Amazon Go outlets.
Far from quitting the bricks and mortar sector entirely, Amazon will also expand its existing dedicated book store footprint and four-star stores, which solely stock products with an Amazon customer rating of four stars and above.
Speaking to CNBC an Amazon spokesperson said: “Across our Amazon network, we regularly evaluate our businesses to ensure we’re making thoughtful decisions around how we can best serve our customers. After much review, we came to the decision to discontinue our pop-up kiosk program, and are instead expanding Amazon Books and Amazon 4-star, where we provide a more comprehensive customer experience and broader selection.”
Existing pop-up’s take the form of concessions within existing Whole Foods stores and Kohl’s outlets as well as dedicated units in shopping malls, where customers can try before they buy on popular products such as Fire tablets, Echo smart speakers and Kindle e-readers.