Amazon will open its first retail outlet in New York City on 34th Street for the holidays this year, a block east from Macy's flagship at Herald Square, according to a CNBC report. The experimental pop-up store at 7 W. 34th Street, across from the Empire State Building, will function as a small warehouse, holding limited inventory for same-day deliveries only in New York. An Amazon spokesperson declined to comment to CNBC about the project, except to say, "We have made no announcements about a location in Manhattan."
The New York Times' David Streitfeld and Charles V Bagli report that while sources indicate Amazon is indeed "taking over [the] entire building," — once the site of an Orbach's department store — "whether there will be an Amazon store any time soon on 34th Street seems an open question."
Opening a physical location is "about marketing the Amazon brand," said Matt Nemer, a Wells Fargo analyst. "Same-day delivery, ordering online and picking up in store are ideas that are really catching on. Amazon needs to be at the center of that." Other primarily online retailers have opened physical storefronts, including clothier Bonobos Inc., eyeglasses purveyor Warby Parker, and subscription beauty-products service Birchbox.
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