The online retailer’s midtown Manhattan location was revealed on Thursday by The Wall Street Journal, citing unnamed people familiar with Amazon’s plans. The anticipated Amazon Store is apparently on track to open in time for the holidays at 7 West 34th St, located inside a 12-story building.
The location will reportedly contain a limited inventory, and will also serve as a “mini-warehouse” for the company. The new location will offer same-day delivery, and will also allow New Yorkers to pick up orders placed online, as well as allow them to return and exchange products.
Amazon is also said to using the space as a showcase for its first-party hardware, including the Kindle e-readers, Kindle Fire lie of tablets, the Fire TV set-top box, and the struggling Fire Phone. (The handset started at $199 in July, but was marked down to $1 (with a two-year contract) just two months later.)
If Amazon does feature its own electronics line, it will be competing head-to-head with Apple, who sells its own popular electronic devices via its own bricks-and-mortar locations in Manhattan, which include: Fifth Avenue, West 14th Street, the Upper West Side, SoHo, and a location inside Grand Central Terminal.