Executive Summary

• Less than two years after launching its first brick-and-mortar bookstore, Amazon announced the opening of its ninth and tenth locations this week, in Bellevue, WA, and San Jose, CA. The company plans to open an additional three stores by the end of the year.
• The physical stores use data from Amazon’s online store to curate the selection of books on offer, and books are recommended based on user reviews from the Amazon website. The stores also feature Amazon’s consumer electronic devices, such as Kindle e-readers and Fire Tablets.
• The book displays at the stores mirror the look on Amazon.com. Covers face forward and next to each book there are printed reviews from Amazon users taken directly from the website.