Amazon opens second 4-star store in Westfield shopping centre

Amazon has opened its second 4-star store location in London’s Westfield shopping centre, a month after its first store in Bluewater.

The shop will offer an array of around 2,000 top selling items from Amazon’s ecommerce marketplace that have a rating of four stars or above.

Products range from toys and games, consumer electrics, home and kitchen items and Amazon’s own range of devices including its Echo range, Fire Tablets and Kindle e-readers.

Customers will be able purchase products online and collect them from the store as soon as the next day.

The 4-star store will also offer parcel and label free item returns for products purchased both in-store and online.

READ MORE: Amazon’s 4-star store “a lot of many things and not much of anything” say experts

“Since opening our first store in Bluewater, we’ve heard how much customers love to discover new products, test devices, and see what’s trending locally,” Amazon 4-star director Andy Jones said.

“We are very excited to open our second store today in Westfield London and look forward to bringing this exciting and convenient new way of shopping to more customers.”

While the store may be popular with customers, experts are wary about the store model’s success.

Iterable’s director of marketing Elle Nadal said: “Amazon will need to stay closely aligned with customer demand on the ground, ensuring the ‘4-star’ rated products on the shelves genuinely meet the desires of those who visit the store in-person.”

Speaking to the Financial Times, store design consultant John Ryan said that the 4-star format had worked a lot less well than Amazon’s grocery and bookstore models.

The opening of the store comes on top of a wider physical store presence on the high street from the ecommerce giant, with it recently revealing plans to open its seventh Amazon Fresh location in Holborn, directly opposite Tesco’s GetGo autonomous store.

Amazon is also rumoured to open an eighth location in Chingford, Essex.

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