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Amazon is opening its third Amazon 4-star store Monday in Berkeley, California, marking the first on the West Coast for this new concept store that carries items rated with four stars or more on the e-commerce giant's site.
The first Amazon 4-star opened in New York City's SoHo neighborhood in September. The second opened in Park Meadows in Lone Tree, Colorado. Berkeley's location, designed by Studio KDA, is in the city's Fourth Street shopping area.
The new stores mark Amazon's further movement from being a purely online retailer to establishing a brick-and-mortar presence that includes Amazon Books, Amazon Pop-Up and the cashierless Amazon Go stores, which are gearing up for a massive expansion.
Amazon 4-star carries a range of items, including devices, consumer electronics, kitchen and home products, toys, books and games. Besides carrying a high rating, the items kept in stock are top sellers or new and trending.
Featured sections include "Most Wished For" that highlights products that are most often added to the wish lists of Amazon customers, "Trending Around Berkeley," which will focus on the products Berkeley-area customers are buying online and seasonal sections, such as an electronics gift area or holiday toy area.
Customers are also able to try out Amazon devices at the store, such as smart home devices that work with Alexa.
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