Amazon has opened a second 4-star brick-and-mortar store, in the Park Meadows Mall in Lone Tree, Colo., south of Denver. The retailer had introduced the 4-star concept in September with a store in the New York City neighborhood of SoHo, and is planning an additional location in Berkeley, Calif.
These stores feature products that garner ratings of four stars or higher on the Amazon site, along with items that are trending among web site shoppers in the cities where the stores are located. Other curation features include:
• Most-Wished-For — products that are most often added to online Wish Lists;
• Frequently Bought Together; and
• Top picks from Amazon’s electronics and toy gift guides.
Shoppers also can try out Alexa-enabled Amazon devices and smart home accessories. Amazon uses digital price tags in the stores, allowing it to show Prime member discounted prices along with the higher list price.
The 4-star stores are the latest brick-and-mortar format Amazon has tested, in addition to the 400+ Whole Foods supermarkets it acquired with its 2017 purchase of the chain. Amazon operates two New York City bookstores that base merchandising decisions on item popularity online. Additionally, cashierless Amazon Go stores have spread from the retailer’s headquarters city of Seattle to Chicago, San Francisco and a planned store in lower Manhattan.