Amazon definitely is taking steps into the world of brick-and-mortar retailing, but for the time being they remain baby steps. The most recent speculation about Amazon’s plans was fueled further by the debut of an Amazon Go checkout-free supermarket in Seattle. This beta version currently is open only to Amazon employees, with a public opening expected in 2017.
After a Wall Street Journal article cited a Business Insider report indicating the pure play giant planned to open as many as 2,000 physical stores, an Amazon spokesperson said the report was “absolutely not correct.”
“We have no plans to open 2,000 of anything,” said Pia Arthur in an email to Cnet. “Not even close. We are still learning.”
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Amazon also refuted claims that it envisions opening a 30,000- to 40,000-square-foot store resembling those operated by discount grocery chains like Aldi. “No plans to build such a store,” said Arthur.
This is hardly the first time that rumors about Amazon’s brick-and-mortar ambitions have struck fear into retailers’ hearts. In February 2016 a remark by the CEO of shopping mall operator General Growth Properties that Amazon planned to open 300 to 400 bookstores had to be walked back soon afterwards. Amazon currently operates bookstores in Seattle, Portland, Ore. and San Diego, with plans to open another location in Chicago next year.
Some of the confusion is understandable given the mixed signals generated by Amazon and its executives. “We’re definitely going to open additional stores, how many we don’t know yet,” said Amazon CEO Jeff Bezos at the company’s annual meeting in May 2016. “In these early days, it’s all about learning, rather than trying to earn a lot of revenue.”
