Amazon opens third '4-Star' store in Berkeley, California

Amazon has opened its first “4-star” store in California, a physical store selling a selection of the e-marketer's products that have been rated 4-stars and over by customers, in Berkeley, California.


According to Amazon, the line of stores are intended to introduce shoppers to new, customer-vetted products and to offer brick-and-mortar convenience. - Via Amazon

Located at 1787 Fourth Street, this store marks the third Amazon 4-star shop opened in the past two months, joining the debut flagship in New York City and an additional location in Lone Tree, Colorado. Each 4-star location offers items like Amazon's Echo speakers, Alexa, Fire tablets, cookbooks, home and kitchen items, and other trending products. 

According to Amazon, the new line of stores are meant to introduce shoppers to new, customer-vetted products and to offer brick-and-mortar convenience. Inside the shop, digital price tags showing the discounted Amazon Prime price and standard price can be found next to each item, along with the average star rating and total number of reviews.

As an added feature, the store also includes signs to indicate which items are “frequently bought together," a physical representation of the suggestions found when shopping on Amazon online. 

This new venture is yet another arm of Amazon's expansion into physical retail, joining its other brick-and-mortar ventures like Amazon Books, Amazon-Go convenience stores, a series of mall pop-up shops, and Whole Foods, which the company acquired last year. 

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