Amazon 4-star store opens in Manhattan

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Kemberly Richardson has more on the new store in SoHo.

It's the first of its kind - a book, hardware and toy store - electronics, travel and pet shop all in one. Amazon 4-Star in SoHo is a highly curated selection of items from the company's online inventory.

The store features new and trending items that have four or five-star reviews on Amazon.

"Generally any product that's rated four stars and above is a good indicator customers are giving a consistent thumbs up, and the average rating of products in the store is 4.4 stars," says Amazon Spokesperson Cameron Janes.

Dan Geiger is a reporter with Crain's New York Business.

"It is convenience - taking customers through all of the channels, that's what's becoming the strategy for retailing and an effective selling strategy," said Geiger.

Some point out that opening a physical store may not fly in the face of the typical Amazon loyalist - someone who wants to avoid a store-atmosphere and wants to buy online and get their items quickly.

"This is an example of an in-store demo - you can turn the lights on and off," adds Janes.

That is what Amazon is counting on - customers who want to touch and try out products.

Inventory will be rotated every so often after a review of what is hot and trending each week.

There are already two Amazon book stores in Manhattan.

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