Report: ‘Amazon Books’ Brick-and-Mortar Shop Eyes Spring Street Location
Amazon Books, the real-life extension of the online retailer, is reportedly opening a location in SoHo. It’ll take over 72 Spring Street, which currently hosts the pop-up store for bra maker Aerie (i.e. American Eagle). The retail spot includes 5,200 square feet on the ground floor and 2,154 square feet in the basement.
The Real Deal had the scoop yesterday, also noting that it’s unclear whether a lease was signed yet.
This rumored Spring Street bookshop is the second such outpost in the city, behind the one in Columbus Circle. Here’s more of what to expect, per CNBC:
Amazon Books divides books into sections by what is popular nearby and what is read fastest on Kindle. In the most popular area of the store, books are displayed on shelves in groupings that often recommended together online.
Using a camera within the app, consumers can scan their purchases, opting to either have them shipped or scanned by the cashier. There’s also an electronics section with Amazon’s Kindles and Echos, and more technology-inspired products are coming, including more integration with audiobooks on Audible.
What is a bookstore?
But the brick-and-mortar locations aim to provide a “mecca of discovery” for book lovers, Cast said. The books all have the covers, not the spines, facing out, to encourage browsing —even though the store could have fit as many as 5,000 more titles if books were displayed the conventional way, Cast said.
The store also provides a strong incentive for customers to join Amazon’s online loyalty program, Prime — a program that analysts say prompts more spending on Amazon.com. Though it’s possible to check out like a regular bookstore, Amazon Books offers significant discounts to Amazon Prime members who make purchases through the app.
Is it a coincidence that the new shop is within two blocks of the fiercely supported McNally Jackson?