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3 Things Amazon.com, Inc. (AMZN) Wants Its Store To Represent: Jan Kniffen

While the news of Amazon.com, Inc. (NASDAQ:AMZN)‘s  first brick and mortar store has been circulating, it is not clear what the e-commerce giant will showcase in it. Jan Kniffen, CEO of J. Rogers Kniffen Enterprise, had predicted five years ago that Amazon.com, Inc. (NASDAQ:AMZN) needs a physical presence. He shared some of his views about the functions that he  expects the new store to serve on CNBC.

Amazon.com, Inc. (NASDAQ:AMZN)

“[…] Amazon.com, Inc. (NASDAQ:AMZN) wants to be able to show the cool stuff, in the store. They want it to see like an Apple Inc.(NASDAQ:AAPL) store, I am sure and they want you to come in and be interested. They also want you to be able to bring your stuff back there, pick up same day orders there and do the everyday regular work of distributing the product  […],” said Kniffen.

More than anything Amazon.com, Inc. (NASDAQ:AMZN) expects to promote itself as a brand from the new store. A trendy image is what the company’s management has in mind for itself.

Furthermore, given the wide range of products that Amazon.com, Inc. (NASDAQ:AMZN) has in its portfolio, it is not an easy choice to strike the right balance between the ‘cool’ image and also satisfying consumers most usual needs. From digital content and consumer electronics to retail goods such as grocery items, Amazon.com, Inc. (NASDAQ:AMZN) deals in almost anything.

Another interesting aspect of the brick and mortar presence is the concentration and scope of such stores for Amazon.com, Inc. (NASDAQ:AMZN) in future. Kniffen remained very positive of the store’s success and hence predicted that they will permeate main shopping areas throughout the country. However, according to him, an overwhelming large number of such outlets was not on the cards.

“[…] I expect them to do it in every major market if that works, if they don’t do 50 I will be surprised, I would be really surprised if they did 800, but I will not be surprised if they did a 100 at some point in time […],” said Kniffen.

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