Most of the Amazon stores launched so far are very much works in progress, still being fine-tuned in terms of the products and services they offer, their market positioning and even their business model. Whether Amazon eventually dominates the physical retail world as completely as it has the e-commerce world remains very much an open question for some analysts. Sales from its physical stores were $4.69 billion, up 17% % compared with the same period in 2020, amid pandemic shutdowns. In its financial report for the fourth quarter 2021, Amazon reported that sales for its online stores were $66 billion, down 1% from 2020's Q4. Amazon also signed a deal with Kohl's to handle returns from Amazon online customers free of charge and has moved into the delivery business where, even now, it delivers more of its own products to customers than its distribution partners. It acquired Whole Foods Market for $13.4 billion with plans to expand its chain of grocery stores. The beneficiaries of the closures will be Whole Foods and Amazon Fresh grocery stores and its Amazon Go stores, the latter featuring a cashier-less approach to customer checkout. The company did not disclose a timetable for when it would begin the store closures. Amazon Style uses machine learning algorithms to produce tailored recommendations in real time as customers shop, according to the company's website. The company will double down on its existing grocery store delivery services and plans to add fashion department stores, Amazon Style, in greater Los Angeles. The decision doesn’t mean an end to Amazon’s strategy of establishing physical locations.
However, in March 2022, Amazon announced the closure of some 68 stores, including all of its Amazon Books stores, its Amazon 4-Star stores which sell a range of products from toys to household goods to electronics that are all best-selling products and Amazon Pop Up stores, smaller outlets focused on rotating themed products. Since 2017, Amazon has launched Amazon Books stores Amazon 4-star stores Amazon Go cashierless convenience stores and pop-up stores throughout the country. These warehouses, another type of physical location, are used like inventory dispensaries, or what I call 'dark stores'," he said. "These physical locations not only allow more direct contact with his customers, but they work hand in glove with their highly automated warehouses. "Jeff Bezos realized he needed to push his distribution strategy further down the stack with physical stores in locations where he can attract a lot of foot traffic," said Guy Courtin, a former vice president of industry strategy at Infor.
In recent years, the company has established an array of Amazon stores, through both acquisitions and its own startups, that attempt to reach consumers in more targeted and personal ways to win their hearts and, as importantly, their wallets.
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