"It sounds like Amazon feels they know enough and now they are moving to the next phase of their retail strategy — permanent locations." Kohl’s has 30 Amazon shops inside its stores, the first of which was opened in 2017. Learning opportunities for Amazon aside, some on the BrainTrust were less bullish on Amazon's strategy for physical retail. "Opening stores is fine but Amazon needs to focus on one chain at a time and to do it right so it can be successful," wrote Mr. Suriano. "What makes us think that Amazon is going to be so successful with its brick-and-mortar program, or that its pop-up stores were a great success?"

Source: Forbes March 13, 2019 12:11 UTC