Amazon 4-star store uses stats, not style, to attract customers

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mazon has experimented with concept stores, like Amazon Go, near its Seattle headquarters. It’s also experimenting with new kinds of physical stores in New York, near its new headquarters. That's a city where stores have to stand out to attract customers.

New York City’s storefronts can get a little crazy. I passed one store that to enter, you had to traverse a walkway that pierces through a funnel of movie screens showing a fever dream of stylish people.

I had to go inside to see what they were selling. Turned out to be plastic shoes. “Yeah, they’re all plastic, vegan, meaning you can recycle them after use," explained employee Kyuri Park. "And if you smell them, they’re bubble gum scented.” So, a reward for penetrating the intimidating storefront.

Amazon’s 4-star store in Manhattan doesn’t have a fancy storefront like that. It has only its unique organizing concept: Everything it sells is rated 4 stars and above on Amazon.com.

You’ll find blenders and a memoir by the Beastie Boys and seaweed body cream.

Kristen Riello was not impressed. “Was there anything surprising in there?” I asked her on the sidewalk outside.

“A kid having a temper tantrum?” she offered.

But studies show Amazon is the most trusted retail brand in the nation. Esteban Monge has been to the store three times already. He described himself as "an Amazon person."

“I’m happy to spend, like, half of my salary on Amazon,” he said.

You don’t have to win over everybody if you have customers like that.