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Inside Amazon’s new store-in-store concept

Ten Amazon stores-in-stores have opened inside discount apparel chain Kohl’s across the US, the first stage in a broader commercial partnership between the two retailers.

Announced in early September, the deal sees Amazon smart home experience mini-stores opening in prominent locations at the front of the Kohl’s stores across the Chicago and Los Angeles areas from this month.

Amazon Smart Home Experience at Kohl's











Amazon has since released these accompanying images showing how the concept looks.

The stores are staffed by Amazon employees and provide a hands-on experience where customers can interact with a variety of Amazon devices, including Amazon Echo, Echo Dot, Amazon Fire TV, and Fire tablets. They can buy them on-site.

Amazon smart home 2













Amazon says the stores will demonstrate how its devices can “modernise and simplify home management, entertainment and security”.

This video explains the concept more fully:

Returns service

Shortly after the Amazon stores-in-stores concept was revealed, the company also announced an arrangement allowing 82 branches (initially) in the two cities to accept returns of goods bought by Amazon shoppers online. From next month, they will be able to take their goods to a Kohl’s store where the merchandise will be packed and shipped for free back to an Amazon warehouse.

Amazon smart home 1













Kohl’s believes partnering with Amazon represents a competitive advantage. “The Kohl’s and Amazon collaboration leverages the strengths of both brands – the Kohl’s store portfolio and omnichannel capabilities combined with the power of Amazon’s reach and loyal customer base,” Kohl’s said.

This story first appeared on sister site, Inside Retail Asia.

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