Amazon launches new '4 star' store in NY

Amazon has launched a new store selling only items from its website that have been rated 4 stars or over in the latest stage of the e-commerce giant’s physical retail strategy.

The store, called Amazon 4-star, was opened in a permanent location in the SoHo neighbourhood of New York.

Announcing the move, Amazon said that Amazon Prime members would be able to pay the “the price” for goods including devices, consumer electronics, kitchen, toys, books and games.

Amazon devices including the Alexa, Echo Spot and Fire Stick will be on sale, along with a number of integrated devices and home accessories that work with Alexa.

Shoppers will also be able to pick up items rated by online customers as ‘top seller’ or those which are new and trending on

In a physical recreation of the online shopping experience, digital price tags next to each product will show the discounted Prime price and list price, as well as average star rating and customer reviews.

A statement on Amazon US’ website read: “Amazon 4-star’s selection is a direct reflection of our customers—what they’re buying and what they’re loving.”

It adds: “We started with some of the most popular categories on including devices, consumer electronics, kitchen, home, toys, books, and games, and chose only the products that customers have rated 4 stars and above, or are top sellers, or are new and trending.”

The roll out of the new bricks-and-mortar store model comes after Amazon acquired grocery chain Whole Foods as it looks to bolster its long-term push into omnichannel retail.

It has already opened a number of book stores in the US.

Earlier this month is was reported that the company is planning to open 3,000 of its cashierless Amazon Go stores across the US by 2021.

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