SEATTLE – Amazon will close all of its U.S. pop-up stores and instead focus on expanding Amazon Books and Amazon 4-star locations, which sell items rated four stars or higher by Amazon customers.
“Across our Amazon network, we regularly evaluate our businesses to ensure we’re making thoughtful decisions around how we can best serve our customers,” said an Amazon spokesperson in a statement. “After much review, we came to the decision to expand Amazon Books and Amazon 4-star, where we provide a more comprehensive customer experience and broader selection. We look forward to opening additional locations of both stores this year.”
The 87 Amazon pop-up stores in the United States are expected to close by the end of April, according to the Wall Street Journal.
The stores are located inside Kohl’s stores, grocery stores, malls and other locations around the U.S. The shops sold devices like its Fire Stick TV, and offered advice and tech support from Amazon consultants.
Analysts say the announcement shows the online retailer is still working out its brick-and-mortar strategy.
Pop-up stores helped Amazon demonstrate innovative products like its voice-controlled Echo speakers, but the company is now able to market those products at Whole Foods stores as well as at the 10 cashierless Amazon Go stores, which opened to the public last year.