Amazon signs may be headed to more physical storefronts. The Internet retailer plans to open more brick-and-mortar bookstores following the unveiling last year of one such location here in its hometown, according to a person briefed on the matter who spoke on the condition of anonymity.
But the company’s plans for physical stores are modest, this person said, especially in comparison with reports of an expansion suggested by an unusual source, the chief of a large shopping mall operator.
Sandeep Mathrani, chief executive of mall operator General Growth Properties, was answering questions from analysts on Tuesday about foot traffic in shopping malls when he said, of Amazon’s bookstore plans, “Their goal is to open, as I understand, 300 to 400 bookstores,” according to a recording of the call.
Mathrani did not say how he heard about Amazon’s plans. Kevin Berry, a spokesman for General Growth Properties, declined to comment further. The Wall Street Journal earlier reported on Mathrani’s comments about Amazon.
Even if Amazon is not planning to go nationwide with its stores anytime soon, any expansion of its brick-and-mortar presence is likely to send shivers down the spines of other booksellers. Amazon’s success as an online retailer of physical and electronic books has already devastated chains like Borders and seriously wounded Barnes & Noble.
Independent booksellers, though, are seeing sales growth in many parts of the country, showing how reluctant some book fans are to give up the experience of browsing store shelves.
“There are all kinds of studies that show the best way to find things when you don’t know what you’re looking for is an old-fashioned bookstore,” said John Mutter, editor-in-chief and co-founder of Shelf Awareness, which publishes an email newsletter for booksellers and librarians. “I think that’s a major part of what Amazon is trying to do with this bookstore in Seattle.”
Mutter said the success of some booksellers could not have escaped the notice of Amazon’s chief executive, Jeff Bezos. — New York Times News Service
