Amazon expands curated brick-and-mortar format to Seattle

Amazon has opened its fourth 4-star store.

The new, 4,000-sq.-ft. Amazon 4-star store is on the ground floor of Amazon’s new office tower, which is located on the company’s headquarters campus in the Denny Triangle neighborhood north of downtown Seattle. The 4-star format features a rotating product assortment curated around items Amazon customers have rated above four stars online, as well as new trending items and best-sellers.

Collectively, the products in 4-star outposts have received more than 2.6 million five-star reviews and have an average star rating of 4.34, according to Amazon. Sections in the store are devoted to such product categories as electronics and Amazon devices, toys and games, books, home and kitchen, and college dorm. Currently, no food items are available.

Everything in the store has been hand-selected by Amazon curators, and the e-tail giant considers the 4-star format to be an “extension” of the e-commerce site. To that end, the store is arranged in sections such as “Most-Wished-For,” “If You Like, Then You’ll Love” pairings, and “Highly-Rated” tables. The new store also features a “Trending Around Seattle” table devoted to items that are selling well online locally. Unlike Amazon Go stores, 4-star stores do not feature “just walk out” automatic checkout technology.

The store is open to all shoppers, but Prime members pay the online Prime discount in-store. Non-Prime members can pay the Prime price for all Amazon devices, and list price for all other products in-store. Digital price tags alongside every product in-store enable customers to the Prime price and list price, Prime member savings, the average star rating, and the number of reviews a product has received. Eligible customers who aren’t already Prime members can sign up for a free 30-day trial in-store and instantly receive Prime pricing.

This store joins the e-tailer’s three other Amazon 4-star locations in New York City, Berkeley, Calif., and Lone Tree, Colo.