Is Amazon poised to open hundreds of bookstores?
Is Amazon, the online retailer credited with the downfall of the U.S. bricksand-mortar bookstore, really going to open hundreds of bricks-and-mortar bookstores?
That idea took off after General Growth Properties Chief Executive Sandeep Mathrani told analysts and investors Tuesday: “You’ve got Amazon opening bricksand-mortar bookstores, and their goal is to open, as I understand, 300 to 400 bookstores.”
Mathrani was on a conference call about earnings; General Growth owns 120 retail locations, including the Glendale Galleria.
Amazon declined to comment. But is that because Mathrani’s understanding was wrong or because the company wasn’t ready to talk about what would be a huge investment?
When Amazon opened its first bricks-and-mortar bookstore last November in Seattle, the process was kept very, very quiet.
About 24 hours later, Mathrani took a step back. A statement posted on the company’s website read: “General Growth Properties Chief Executive Officer Mathrani has indicated that a statement he made concerning Amazon during GGP’s conference call held on February 2, 2016, was not intended to represent Amazon’s plans.”
Still, the idea isn’t preposterous. Amazon Books is “a physical extension of Amazon.com,” a company spokesperson said.
Amazon Books looks significantly different from most book retailers. All the books are displayed with their front covers showing.
Additionally, the shelves lack pricing information. (Customers have to scan books electronically to see how much they cost.)
Amazon Books is smaller than an average Barnes & Noble, at just 5,500 square feet, National Public Radio noted. Sections are dedicated to the Kindle e-book reader and Fire TV, both Amazon products.
On Yelp, patrons are somewhat divided about the retailer, although they’ve given the store a four-star (out of five) average rating.
“Atmosphere was on point with perfect lighting and low music which made it a nice place to sit and take a break or browse through a book in a comfy arm chair,” a customer said.
But one book lover offered just faint praise for the bookstore, describing “a very impersonal and corporate feel. I still prefer the larger selection and the joy of unexpected discoveries — plus the good karma! — that come with shopping at indie bookstores.”