By Elvira F. Buelga

Two decades after the world´s biggest online retailer began selling books on the internet, Amazon is opening its first physical bookstore. The shop, called Amazon books, is located in the company´s hometown of Seattle and, as Amazon puts in, it has real wooden doors.

What is like inside?

It is a reasonable size, about 510 squared metre. It is remarkable how they display books. They have chosen to display the books face out. It is a way of reflection of the way you look at books on the online site. The books have been chosen by customer´s reviews and things that have already been an exit on the online shop. In others words, Amazon will use the troves of data its collects from online customers to stock the shelves.

Why are they doing this?

They say there is a physical extension of using all the experience they gathered in selling books over twenty years to dip their toes into the waters of offline selling.




The opening comes a month after Waterstores, the UK book chain, said it would stop selling the Kindle. James Daunt, the book chain’s managing director, said he had removed Kindles from most of its 280 stores because they were “getting virtually no sales”. Waterstones has handed the space to paperback and hardback books instead. Is it just a coincide?

Here is the complete note Amazon has sent to its customers:

November 2, 2015

Dear Amazon Customer,

Tuesday morning at 9:30, Amazon Books will open its doors. These aren’t metaphorical doors: these real, wooden doors are the entrance to our new store in Seattle’s University Village.

Amazon Books is a physical extension of We’ve applied 20 years of online bookselling experience to build a store that integrates the benefits of offline and online book shopping. The books in our store are selected based on customer ratings, pre-orders, sales, popularity on Goodreads, and our curators’ assessments. These are fantastic books! Most have been rated 4 stars or above, and many are award winners.

To give you more information as you browse, our books are face-out, and under each one is a review card with the customer rating and a review. You can read the opinions and assessments of’s book-loving customers to help you find great books.

Prices at Amazon Books are the same as prices offered by, so you’ll never need to compare our online and in-store prices. Nevertheless, our mobile app is a great way to read additional customer reviews, get more detailed information about a product, or even to buy products online.

Amazon Books is a store without walls – there are thousands of books available in store and millions more available at Walk out of the store with a book; lighten your load and buy it online (Prime customers, of course, won’t pay for shipping); buy an eBook for your Kindle; or add a product to your Amazon Wish List, so someone else can buy it.

At Amazon Books, you can also test drive Amazon’s devices. Products across our Kindle, Echo, Fire TV, and Fire Tablet series are available for you to explore, and Amazon device experts will be on hand to answer questions and to show the products in action.

Tomorrow is literally Day One for Amazon Books, and we hope you will visit and share your ideas and feedback by dropping a card in our suggestion box or clicking the link at the bottom of the page.

We are located at 4601 26th Ave. NE in University Village, next to Banana Republic and across from JOEY Kitchen. We are open Monday through Saturday from 9:30 a.m. to 9:00 p.m. and on Sundays from 11:00 a.m. to 6:00 p.m.

We hope to see you in the store –

Jennifer Cast

VP, Amazon Books



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