Amazon has opened its flagship, ‘Amazon 4-Star’ store in New York City, where it will sell localised products that have a rating of four stars or higher on its online marketplace.
Amazon is branching further into the traditional retail scene in the US, but with a twist. On Thursday, as Aussies were gearing up for the weekend’s AFL Grand Final, Amazon was busy preparing for the grand opening of its Amazon 4-Star store in New York City.
Located in the neighbourhood of SoHo, Amazon says its new store is a reflection of what customers are buying online, and what they love most.
“We started with some of the most popular categories on Amazon.com including devices, consumer electronics, kitchen, home, toys, books, and games, and chose only the products that customers have rated 4 stars and above, or are top sellers, or are new and trending,” the company said in an announcement on its blog.
According to Amazon, Amazon 4-Star only stocks products that have received a ranking of four stars or more across its global network of online marketplaces. In-store, the average rating of featured products is reportedly 4.4 stars.
The store has been designed to replicate a personalised online shopping experience, in a bid to better channel the desires of omnichannel shoppers. It’s believed Amazon is looking to capitalise on the growing popularity of omnichannel customer experiences, as cross-channel commerce becomes more popular.
Product sections in the new store include ‘Most-Wished-For’, ‘Trending Around NYC’ and ‘Amazon Exclusives’. Each of these sections have been populated with products based on consumer data that has been collected through Amazon’s online shopping network. For instance, ‘Trending Around NYC’ is a collection of the most popular products purchased by customers shopping online from an NYC address.
The in-store shopping experience has also been blended with Amazon’s online experience, as products are displayed with online customer reviews, while price points are displayed as both Prime member prices and regular prices.
Amazon 4-star adds to the online retail giant’s other forays into physical retail over the past few years, including a number of bookshops, its new Cashier-less Amazon Go stores, and its recently acquired, Whole Foods grocery chain.