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Would You Shop at an Amazon Branded Bookstore?

It may feel surreal to independent bookstores that have fought to survive against giant chains and online marketplaces, but Amazon is about to open its second brick-and-mortar bookstore.

The San Diego Union Tribune reported over the weekend that the Amazon bookstore will open this summer at Westfield UTC mall, including a photograph of the signage at the location.

An Amazon spokesperson confirmed the opening to the newspaper.

One analyst told USA Today that the bookstore is meant to introduce customers to Amazon gadgets (Kindle Fire tablets, Amazon Fire TV, and Echo), and called the books “window dressing.”

Another analyst told the newspaper it appeared to be a pilot program – if it succeeds, expect it to continue to expand, and noted there’s little risk to the company if it fails.

Would you shop for books at an Amazon-branded bookstore? Or would you, as the first analyst suggested, go only if and when you wanted to check out the gadgets?

Comment on the EcommerceBytes Blog.

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Ina Steiner
Ina Steiner
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com. See disclosure at EcommerceBytes.com/disclosure/.