To sell more books, Amazon.com Inc. is getting physical.
Amazon said it would open a brick-and-mortar store in its Seattle hometown on Tuesday, stocked with books and Amazon devices, like Kindle e-readers. The company sent an email to customers announcing the new store in a mall near the University of Washington.
The store, dubbed Amazon Books, is a reversal from Amazon’s roots as a pure online retailer. Founder Jeff Bezos started his company in 1994 to challenge the limited inventory of physical stores, which typically don’t stock rare, older or less fashionable books.
Amazon said the books on the shelves in its new store will be based on customer ratings, sales on its website and other measures. Customers can buy books there at the same price as online, Amazon said.
Amazon has tiptoed into brick-and-mortar retailing in recent years, through kiosks in shopping malls where it sells devices and Amazon-branded cases and apparel. It also has set up locations on several college campuses where students can speak to Amazon representatives and pick up or return packages.