Amazon to Ditch Pop-Ups in Favour of Permanent Physical Locations

April Davis By April Davis | 08 Mar 2019

Amazon is reportedly closing its 87 pop-up kiosks in the US over the next month to focus on its long-term bricks-and-mortar strategy.

According to a Wall Street Journal report, Amazon has notified employees and retail partners that all of its pop-up locations in the US will cease trading by April 29. The same report says that Amazon is shifting away from its pop-up strategy in favour of opening more Amazon 4-Star stores and Amazon Go cashierless convenience stores.

Amazon’s decision to re-focus its attention on its bricks-and-mortar strategy comes after the business reported a three percent drop in its physical store sales in the last quarter.

As part of this new strategy, Amazon is expanding the number of Amazon 4-Star locations it has in the US, after the business found success with its flagship NYC store, which opened in 2018. In November last year, the business added the third 4-Star location to its repertoire when it opened a store in Berkeley, California. There is also an Amazon 4-Star in Lone Tree, Colorado.

In addition to its Amazon Go stores, there are also rumours circulating that the Bezos-founded business is looking at opening an additional grocery chain, with The Wall Street Journal citing sources that are close to the company. The yet-to-be-named chain will reportedly carry a wider assortment of products than the business’s Whole Foods supermarket, with the first location expected to open by the end of 2019.

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