Jeff Bezos, Amazon’s chief executive, has confirmed that his company will open more brick and mortar retail stores.
Amazon has opened a physical shop in Seattle, which carries around 5,000 books and also sells Amazon devices, in November last year. It is reported to be working on its second store located near San Diego.
“We’re definitely going to open additional stores,” Bezos said.
“In these early days, it’s all about learning, rather than trying to earn a lot of revenue,” he added.
Bezos, who made the comments at the company’s annual shareholders meeting on Tuesday, did not specify how many shops Amazon would open or where they would be.
The move will antagonise rival Barnes & Nobles, the last remaining US bookstore after Waldenbooks, B. Dalton and Borders went out of business in recent years.
Amazon is also launching new services for the company’s Prime unlimited shipping membership.
Without revealing any details, Bezos said he wants the $99 Prime membership to offer so many benefits that customers will feel they are “being irresponsible” for not signing up to the membership service, according to the Wall Street Journal.
Amazon is already introducing several lines of private label food, cleaning products and baby goods available only to Prime members.
Rumours that the online retailer could be planning to open up to 400 physical bookshops in the US emerged in February after Sandeep Mathrani, the chief executive of US mall chain General Growth Properties made the comment during a call to analysts when Amazon reported its earnings.
Mathrani compared the online giant to Bonobos, a fashion retailer, and Warby Parker, an eyewear company, both of which found success online before opening physical stores.
