It seems clear, that Amazon is not able to decide that inside shopping malls it wants its own mini stores or not. Earlier this year, Amazon decided to close the many kiosks it had maintained at shopping malls and some new ones have sprung up. As per the Business Insider notes Company revamped mall existence is being named as “Presented by Amazon.”
Different from previous mall kiosks, which were showcases for Amazon’s Echo Fire TV, Kindle e-readers, and other first-party hardware; this latest approach offers “a themed collection of top brands, regularly updated as well as presented to you by Amazon.” So, the 4-star retail stores of Amazon sounds like the range presented by Amazon will be rotated out on a regular basis and would not be limited at all to the products owned by Amazon.
At present, there are only four presented by Amazon locations, two in California and one each in Nevada and Illinois. In March, there were 87 mall kiosks operated by Amazon prior to announcing that they’d all be closing down.
According to the representative of Amazon, “We came to the decision, after much review that we will stop our pop-up kiosk program. We will focus on growing Amazon 4-star and Amazon Books where we give a more broad client experience and broader selection as well.”
As per the thinking of Amazon, putting itself in the malls is still a valuable attempt. The retailer’s website represents one Presented by Amazon space as outdoors, but there are lots of traditional kiosks like this one at the Century City mall.
Apart from the 4-star, most recently in New York City Amazon will open new locations for its Amazon Go stores. The company said last month that it would initiate accepting cash at the Go stores which were in starting positioned as cashier free as well as completely automated.
