First launched about a half-decade ago, Amazon reportedly plans to shut down all 87 of its pop-up store locations in the U.S. in favor of investing more heavily in its brick and mortar strategy. The ecommerce giant, which has been rapidly expanding its physical store presence throughout the United States, confirmed the report to the Wall Street Journal.
“After much review, we came to the decision to discontinue our pop-up kiosk program,” an Amazon spokesperson told the publication. The company added that it plans to shift its retail focus towards its recently launched 4-Star store concept and its bookstores where they “provide a more comprehensive customer experience and broader selection.”
Amazon pop-up stores have been spotted in myriad locations throughout the country, from malls, to Kohl’s stores, to Amazon’s portfolio of Whole Foods locations, and they typically showcase devices like their Alexa speakers, tablets, and Kindles. The pop-ups have been staffed by individuals donning simple, black Amazon t-shirts who are there to educate people on the latest Amazon products and help complete customer trade-ins of older Amazon devices.