Since moving into the brick-and-mortar retail business back in November 2015 with the opening of its first Amazon Books store, Amazon has continued to open new stores. Now Recode reports that the company is working on its tenth store, in Bellevue, Wash., near Seattle.
Four of the stores have opened so far — in Portland; Seattle; Dedham, Mass.; and San Diego — and others are due to open in Chicago; New York City; Walnut Creek, Calif.; Lynnfield, Mass.; and Paramus, N.J., later this year.
An Amazon spokesperson confirmed plans for store No. 10, telling Recode: “We are excited to be bringing Amazon Books to Bellevue Square in 2017, and we are currently hiring store managers and associates.”
Adds Recode: “If it wasn’t clear before, it is now: Amazon really likes the traction it has seen in the four stores that have opened so far and is committed to becoming a physical retailer at scale.”
The report adds: “Why does Amazon — bookstore killer — want to become a physical book purveyor? One smart take has been that the stores are as much about selling Amazon devices like the Echo and Kindle as they are about selling books.”
The report quotes Brian Olsavsky, Amazon’s chief financial officer, more or less confirming that theory when he said during the company’s recent earnings call: “We test, we innovate. We think the bookstores, for instance, are a really great way for customers to engage with our devices and see them, touch them, play with them and become fans. So we see a lot of value in that as well.”