Online retail giant Amazon is expanding even more into brick-and-mortar store sales, launching its first “Amazon 4-star” venture in the state this week.
The new store opened Wednesday at the SoNo Collection in Norwalk.
The “4-star” refers to how the store focuses on selling products which have earned at least a four-star review from customers.
According to Amazon, it is the 10th Amazon 4-star location nationwide. The others are in California, Colorado, Illinois, Massachusetts, New York, Texas and Washington. The first opened in New York City in 2018.
Asked why Amazon chose Norwalk, Drew Sheriff, director of Amazon physical stores, said via email, “We want to meet customers where they are and are always looking for new locations. The SoNo Collection is a great shopping destination, and we look forward to seeing how customers respond.”
“So far customers have been very excited about the store,” he added.
Additional stores are scheduled to open later this year around the country, and the company expects to have 21 Amazon 4-star stores operating by the end of 2020.
“Everything in store is rated 4 stars and above by our customers, is a top seller, or is new and trending on Amazon.com,” the company said in an announcement. “Our stores are a direct reflection of our customers — what they’re buying and what they’re loving.”
Amazon also has other brick-and-mortar stores, including Amazon Books, Amazon Go and Amazon Pop Up.
At Amazon 4-star, customers can browse and buy a variety of products, such as electronics, toys, books, games, devices and home goods. The store also features displays of customer review cards, including product reviews from purchasers.
According to Amazon, the brick-and-mortar store model has the advantage of allowing customers to try devices such as electronics before buying, an impossibility when purchasing online. Patrons can also receive guidance and recommendations from store associates.
“Online shopping is a great option for customers, but many still want to shop in the real world too,” Sheriff said. “Amazon 4-star is another fun and easy way for customers to shop.”
The new store, at 100 N. Water St., Norwalk, is open on Mondays through Saturdays from 10 a.m. to 9 p.m. and Sundays from 11 a.m. to 6 p.m.