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Amazon pops up across U.S. malls

Upon conquering the on-line retail space, Amazon now has sights set on aggressively expanding its presence in physical world of retail with plans for a roll out of dozens of pop-up stores in malls across the United States.

Earlier this year, there were rumors swirling around that the e-commerce tech titan would open hundreds of brick-and-mortar bookstores. It now seems clear Amazon’s retail plans have grown from brick-and-mortar bookstores to a large network of pop-up shops in U.S. malls, according to a report from Business Insider.

Amazon pop-ups
Amazon already has a brick-and-mortar bookstore in Seattle with four more coming to San Diego, New York City, Chicago and Portland. But these pop-ups are different. Instead of showcasing Amazon’s impressive inventory of books, these small physical storefronts have focused on the e-commerce juggernaut’s growing number of consumer electronic devices, which include the Kindle and Amazon Fire product lines, the Fire TV set-top box, the Dash button, and the Echo and Amazon Tap speakers.

A visit to an Amazon pop-up gives customers access to and advice from in-store Amazon experts. Customers get the chance to touch and feel Kindles and Fire tablets, check out Echo and talk to Alexa, get a handle on what Fire TV is all about, and even pick up Dash Buttons. While there may be a few other brand devices and accessories on offer, the focus is on Amazon’s own devices.

"We offer pop-up kiosks so that customers can try out all our new devices and learn about our services like Prime and unique content like Amazon Originals," Amazon said in a statement.

Growing pop-up presence
At the time of publication, the e-commerce tech titan come brick-and-mortar retailer has at least 22 pop-up stores in play across the U.S. according to its new site dedicated to its pop-up stores. That number could reach in excess of 30 by year’s end, according to a Business Insider source, and may well exceed 100 by this time next year given Amazon’s current rate of installation of one almost every week across the U.S.

O2O build out
While these pop-up stores exist to spread brand awareness and to let people get hands-on experience with Amazon devices, the retailers increased investment in physical presence reflects an online-to-offline (O2O) commitment and focused intent to reach consumers directly through a variety of access points including retail storefronts, home delivery, and innovative hardware devices.

Tags: Amazon, Marketing, Physical stores

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