Amazon Brings Its Physical Bookstore To New York

Amazon's first New York City bookstore, Amazon Books, will open to the general public on Thursday morning, marking Amazon's highest-profile move into bricks-and-mortar retail to date. Even as the book shop is a physical bookstore, some "Amazon" elements can be felt. From a report: While some may be excited that this is an "Amazon Store," similar to Apple and Microsoft's respective flagship stores located just blocks away, Amazon says its goal for the new store is the same as it was when the online retail giant first started two decades ago: To sell books. "We have this 20 years of information about books and ratings, and we have millions and millions of customers who are passionate," said Jennifer Cast, vice president of Amazon Books. "It really is a different way to surface great books." The 4,000 square-foot-store features roughly 3,000 books, all with their covers facing out in order to better to "communicate their own essence," Cast says. The company's recommendation system makes a physical appearance in the bookstore through an "if you like this" section, which combines the data Amazon gathers on the books listed with human curators to recommend new books. To someone who walks in to browse, it feels like a high-tech Barnes and Noble.