Amazon launches themed pop-up stores

Date : 06 March 2020

Rachel Sibson

Retail Analyst

Amazon’s latest physical retail concept comes in the form of rotating pop-up stores in the US, featuring new themes and brands updated regularly, as reported by GeekWire.

Rotating themes

Amazon’s six Pop Up stores are located in California, Illinois, Colorado, Nevada, and Texas, with its newest store located in Seattle, Washington. As a physical extension of, Amazon Pop Up offers customers an immersive experience, allowing them to see and feel products before purchase.

Brands and themes within the stores are regularly updated. The current theme at Amazon Pop Up stores is ‘Everything Sleep. From A to Zzz’, featuring AmazonBasics range of bedding. Amazon states customers can ‘Feel, touch, and see AmazonBasics bedding in person before buying online!’.

Shoppers can pay at a cash register before leaving the store, or alternatively, can use the Amazon app to scan a QR code to purchase an item for delivery.

The rollout of Amazon Pop Up comes after the retailer closed its previous pop-up stores located inside Whole Foods Market locations, Kohl’s stores and malls around the US. These stores allowed customers to try Amazon devices such as Fire tablets, Kindle e-readers, and Echo smart speakers as well as services including Prime Video.

Physical stores

In our Amazon Strategic Outlook we highlight that physical stores are a priority. As well as Pop Up, Amazon has Amazon Go (its checkout free store), Amazon 4-star (offering a highly curated selection of products rated 4 stars and above) and continues to integrate online within its Whole Foods Market stores. Amazon Pop Up offers a low-cost way for Amazon to promote its brand and keep it front of mind for customers.

Keep up to date with developments at Amazon

See the latest Amazon news here and IGD Retail Analysis subscribers can learn more from our Amazon Strategic Outlook presentation.

Retail Analysis subscribers can read our Amazon Go Grocery, Seattle store visit report to see how it continues to push the boundaries of innovation in food retailing.