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Amazon just opened a new store concept called Amazon 4-star.
2018-09-27
The store, located in Manhattan's SoHo neighborhood, will feature products that Amazon customers have rated four stars and above, as well as products that the website's data shows are trending and are on wish lists.
The store is divided into similar sections as on Amazon's website, carrying a wide range of products from devices and electronics to toys, games, books, home decor, and gifts. It also has displays of locally trending products, product bundles, and the highest-rated products.
This isn't Amazon's first physical store — it has been expanding its Amazon Books and Amazon Go stores. 4-star, however, is the first of its kind.
Prices at the store are displayed on digital price tags, with lower prices listed for Prime members. Some products were only $3-4 cheaper for Prime members, while others were half the price for Prime members. Reviews from Amazon customers were also displayed by products.
Here's what it's like to shop there:
Amazon 4-star opened on Spring Street In SoHo on Thursday morning.
Business Insider/Jessica Tyler
Inside, the store was slightly overwhelming. There were a ton of people and products everywhere.
Business Insider/Jessica Tyler
The shelves are categorized in the same way as Amazon's website, with sections like "Gifts for Pets," "Candles & Home Decor," "Today's Deals," and "Devices & Electronics."
Business Insider/Jessica Tyler
The products themselves have all been rated at least four stars on Amazon, and they will continue to rotate based on what's trending.
Business Insider/Jessica Tyler
The store carries a sampling of Amazon's best-rated products, including toys ...
Business Insider/Jessica Tyler
... books ...
Business Insider/Jessica Tyler
... school supplies ...
Business Insider/Jessica Tyler
... and locally trending products.
Business Insider/Jessica Tyler
Almost every product has a regular price and a Prime price, which is usually at least a few dollars cheaper. Products also have accompanying customer reviews on display.
Business Insider/Jessica Tyler
Online, you're able to see more than one review, so you don't just buy something based on one person's opinion. That wasn't the case in-store.
Business Insider/Jessica Tyler
The store also carries products from AmazonBasics ...
Business Insider/Jessica Tyler
... and it has rotating daily deals.
Business Insider/Jessica Tyler
Electronics is the biggest section of the store.
Business Insider/Jessica Tyler
It carries TVs, sound systems, and Fire TV devices.
Business Insider/Jessica Tyler
Amazon 4-star also carries the Ring smart security system ...
Business Insider/Jessica Tyler
... and the entire line of Alexa-enabled smart-home devices and tablets. Every version of the Echo was available in store when we visited, and a lot of employees were waiting by each table trying to demonstrate how everything works.
Business Insider/Jessica Tyler
Every product in the store that works with Alexa is labeled as such.
Business Insider/Jessica Tyler
Like on Amazon's website, there is a "frequently bought together" display selling bundles and offering deals like $15 off if you buy all three products.
Business Insider/Jessica Tyler
The checkout table is easy to miss. Signs all over the store advertise a feature that allows shoppers to pay on their phones, or you could check out using the tablets available. It looks like a self-checkout, but you do need an employee to help you.
Business Insider/Jessica Tyler
Some shoppers seemed confused about whether they could buy things at all — I overheard multiple people ask employees if they could buy in-store or if they had to go online.
Business Insider/Jessica Tyler
Shopping at the store was a lot like shopping on Amazon's website, and it was overwhelming. The store does allow shoppers to discover new products, though, as opposed to shopping based solely on search.
Business Insider/Jessica Tyler
Before leaving the store, shoppers are asked to rate their experience.
Business Insider/Jessica Tyler
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Jessica Tyler is a Visual Features Reporter at Business Insider. She joined BI from the music publication Mind Equals Blown, where she is a contributing photographer and writer covering music and pop culture. Before this, she interned in the Creative Services department at CBS2/WLNY-TV. She holds a BA in Photography/Digital Art from SUNY Oneonta.
