Amazon has launched a new set of pop-up stores, one year after the e-Commerce giant shut down all 87 of its original pop-ups that had been set up inside select malls, Whole Foods and Kohl’s locations. Unlike the previous pop-ups, which focused on promoting Amazon devices, the new pop-up experiences will rotate new themes and brands “regularly,” offering new and trending merchandise and interactive displays not readily available in stores, according to the company web site.
The company has opened five mall pop-ups; a sixth, in Seattle next to Amazon’s corporate headquarters, is in the works. To date, Amazon has opened its new pop-up concept in the following locations:
- Glendale Galleria, Glendale, Calif.;
- Park Meadows, Lone Tree, Colo.;
- Westfield Old Orchard, Skokie, Ill.;
- Fashion Show Las Vegas, Las Vegas; and
- The Woodlands Mall, Woodlands, Texas.
The Las Vegas store will be a Camera Pop-Up that carries cameras sold on Amazon.com, while the other four will be Food Network-themed. It is unclear how long it will be before these themes are switched out.
Despite its growing brick-and-mortar portfolio, which includes 26 Amazon Go locations that are either open or opening soon, 22 Amazon Books stores, 18 Amazon 4-star locations, six Amazon Pop Ups, two AmazonFresh Pickup facilities and a network of 500+ Whole Foods stores, Amazon’s physical presence is only a small piece of the company’s overall sales. Revenue from physical stores made up approximately 6% of the company’s $70 billion in total revenue in Q3.