September 12, 2016
Amazon may yet dominate the brick-n-mortar landscape. The giant e-commerce retailer is expanding from a single bookstore in Seattle into a large network of 100 pop-up stores in U.S. malls.
Typically sized from 300 to 500 square feet, pop-up stores expand beyond books, and offer an array of consumer electronics. Amazon hopes by displaying its line of products, it will boost brand awareness and drive sales offline and online, since consumers can better experience them.
The test phase is over, and as part of an aggressive rollout, 21 stores are open in 12 states, including six in California. By the end of the year, 30 stores are expected to be open nationally, and the number could grow to as many as 100 by next year.
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