KEY POINTS

The Coresight Research team visited Amazon’s new store in Manhattan’s SoHo district. Dubbed Amazon 4-star, the store displays and sells products rated 4-star or higher by customers.

  • Good displayed in the store include housewares, electronics, toys, smart-home products, Halloween products, locally popular items and a small selection of books. Also on display are several products that offer a “treasure-hunt” experience to shoppers.
  • Amazon 4-star features many consumer electronics products—including Alexa-compatible products, Fire tablets, media devices—and Amazon Essentials products, along with a large section dedicated to iRobot cleaning robots.
  • The store offers Amazon Prime members discounts on select items and customers can pay for purchases via the Amazon app or on payment tablets.

The Coresight Research team visited Amazon’s new store located in Manhattan’s SoHo district, which displays and sells products rated 4-star or higher by customers. Goods displayed in the store include housewares, electronics, toys, smart-home products, Halloween products, locally popular items and a small selection of books. 

Dubbed Amazon 4-star, the store highlights many consumer electronics products—including Alexa-compatible products, Fire tablets, media devices—and Amazon Essentials products, along with a large section dedicated to iRobot cleaning robots. The store offers Amazon Prime members discounts on selected items and a kiosk at the exit solicits visitor feedback.

The Store

The 4,000-square-foot store is located at 72 Spring Street in Manhattan’s SoHo district, which is a prime location in New York City for stores and shops. Every product in the store is either rated 4-star or higher by customers or is new and trending. Amazon reported that the average rating of products in the store is 4.4 stars and the products displayed in the store have together received a total of 1.8 million 5-star customer reviews.

The store is organized in shelves and tables, each comprising mini-departments. There are also several unusual products on display that offer a “treasure-hunt” experience to shoppers. Digital price tags of the products display their star ratings and select customer reviews from the Amazon website.

Given the diversity of products on offer, this store an ideal place for purchasing a quick gift.

Product categories in the store include:

  1. Alexa-compatible devices
  2. Books (a small section)
  3. Electronics (including Amazon Fire and Kindle tablets, video equipment, and iRobot automated cleaning robots)
  4. Halloween (Amazon’s “Most Haunted” products)
  5. Housewares
  6. Kitchen
  7. Smart-home products
  8. Toys (a large selection)

Non-specific categories in the store include:

  • Amazon Launchpad (select products from startups)
  • AmazonBasics products (including cables and batteries)

  • Most-Wished-For (bestselling products)

  • Today‘s Deals (flash deals)

  • Top-Selling Around NYC (products trending in New York City)

Many of the products list two prices: a retail price and a discounted price for Amazon Prime members. Customers can check out with their purchases after paying via the Amazon app or a row of payment tablets.


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