Amazon opens first UK general store
The shop sells around 2,000 of its most popular and best-rated non-food products
Last updated 6th Oct 2021
Amazon has opened its first non-food store in the UK at the Bluewater shopping centre, near Dartford in Kent.
The shop sells around 2,000 of its most popular and best-rated products including books, technology and toys.
It's called Amazon 4-star because every item has been given more than four stars by customers.
This is also the first Amazon 4-star store outside the US, where there are already more than 30 outlets.
Andy Jones, director of Amazon 4-star UK, said it is an "exciting" milestone for the firm, which started plans for the store prior to the pandemic.
"I've been working on this for the past two years so we are obviously just really keen now to get customers in and see what they think," he said.
"The pandemic didn't really change our thinking. We've seen that the model has worked really well in malls in the US, so a location like Bluewater made total sense to us."
The Amazon 4-star uses data from its online counterparts to see which consumer products are popular with local shoppers.
For example, there's a "Most Wished For" section showing the most popular products from customers' wish lists.
Mr Jones added: "I think the variety in the store is really important and hopefully something customers will see.
"There are the Amazon products they will expect but also local products from small suppliers, because that is a huge part of the Amazon business."
Digital price tags are used to ensure prices match in-store and online. Moreover, customers don't need to have an Amazon account to shop at 4-star.
In-store collection is also available for online orders, as well as, in-store returns without the need for packaging and labels.
Amazon opened its first UK grocery store last year, Amazon Fresh, in Ealing in March.
The retailer said the model has been "well-received" since opening and has since opened six stores across London.
However, Amazon didn't confirm whether more 4-star stores in the UK are already in plans or if this is an individual trial.
How is Amazon 4-star different from Amazon Fresh?
Amazon devices and electronics
Since Amazon 4-star is a general store, it also has a section for Amazon devices, electronics, and products that are compatible with Alexa.
Toys and board games
Customers can find all kinds of toys and board games in Amazon's new general store.
'Most Wished For' section
Only Amazon 4-star customers can shop some of Amazon's most loved items by browsing sections such as 'Most Wished For' (popular products from 'Wish Lists').
Local products from small suppliers
Apart from Amazon products, there are also local products from small suppliers as well as a special 'Trending in Bluewater' section.
4-star QR code
After finishing their shopping, customers can pay with cash, debit and credit cards or through the Amazon app using the 4-star QR code at checkout.