Amazon Opens Bricks & Mortar

Amazon store front

Internet retail megalith Amazon is opened its first-ever brick-and-mortar bookstore at Seattle’s University Village on Tuesday morning.

The retailer sent a email to customers on Monday with details about the new 7,400 square-foot store, which is called “Amazon Books.” In the email, Amazon Books VP Jennifer Cast calls the store a “physical extension of Amazon.com.”

Amazon store 2Amazon will sell top-rated books which are available on Amazon’s website and also feature Amazon private brand hardware, including the Kindle, Echo, Fire TV, and Fire tablet, as “Amazon device experts will be on hand to answer questions and to show the products in action.” Books will have identical prices to those on Amazon.com.

Amazon store 2Below is the full text of the email:

November 2, 2015

Dear Amazon Customer,

Tuesday morning at 9:30, Amazon Books will open its doors. These aren’t metaphorical doors: these real, wooden doors are the entrance to our new store in Seattle’s University Village.

Amazon Books is a physical extension of Amazon.com. We’ve applied 20 years of online bookselling experience to build a store that integrates the benefits of offline and online book shopping. The books in our store are selected based on Amazon.com customer ratings, pre-orders, sales, popularity on Goodreads, and our curators’ assessments. These are fantastic books! Most have been rated 4 stars or above, and many are award winners.

To give you more information as you browse, our books are face-out, and under each one is a review card with the Amazon.com customer rating and a review. You can read the opinions and assessments of Amazon.com’s book-loving customers to help you find great books.

Prices at Amazon Books are the same as prices offered by Amazon.com, so you’ll never need to compare our online and in-store prices. Nevertheless, our mobile app is a great way to read additional customer reviews, get more detailed information about a product, or even to buy products online.

Amazon Books is a store without walls – there are thousands of books available in store and millions more available at Amazon.com. Walk out of the store with a book; lighten your load and buy it online (Prime customers, of course, won’t pay for shipping); buy an eBook for your Kindle; or add a product to your Amazon Wish List, so someone else can buy it.

At Amazon Books, you can also test drive Amazon’s devices. Products across our Kindle, Echo, Fire TV, and Fire Tablet series are available for you to explore, and Amazon device experts will be on hand to answer questions and to show the products in action.

Tomorrow is literally Day One for Amazon Books, and we hope you will visit and share your ideas and feedback by dropping a card in our suggestion box or clicking the link at the bottom of the page.

We are located at 4601 26th Ave. NE in University Village, next to Banana Republic and across from JOEY Kitchen. We are open Monday through Saturday from 9:30 a.m. to 9:00 p.m. and on Sundays from 11:00 a.m. to 6:00 p.m.

We hope to see you in the store –

Jennifer Cast
VP, Amazon Books

 



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.