Executive Summary

• Industry sources stated that Amazon intends to open as many as 400 stores.
• Amazon has experimented with physical stores before. It opened its first brick-and-mortar bookstore, called Amazon Books, in Seattle in November 2015.
• Other online retailers, such as Warby Parker, Blue Nile, Bonobos, Birchbox and Casper, have also opened brick-and-mortar stores.
• E-tailers open physical stores to better market their wares, forge closer customer relations, and boost online traffic and sales.