Inside Amazon's '4-star store' in UK

06/10/2021

Inside Amazon’s ‘4-star store’ in UK: First customers through door at new Bluewater shop browse books, toys, gadgets and kitchenware that are on sale for knock-down prices (but ONLY for Amazon account holders)

Amazon has opened its first ‘4-star’ 3,500 sq ft UK department store in Kent for the first time today
A crowd of excited shoppers flocked to the Bluewater Shopping Centre in Greenhithe, near Dartford
The store sells a range of items such as books, cookware, electronics and kids’ toys and games
But only products which are rated four star or more on the Amazon website are sold instore
And popular items such as thermostats and cookbooks are discounted for customers with Amazon accounts

Amazon has opened its first ‘4-star’ UK department store for the first time today, where customers can buy a range of 2,000 popular items from books and gadgets to kitchenware and toys as the American online giant continues its retail expansion.

A crowd of excited shoppers at the Bluewater Shopping Centre in Greenhithe, near Dartford, Kent watched an employee wearing a black ‘Amazon 4-star’ shirt open the new 3,500 sq ft store – the first of its kind outside the US – at 10am this morning.

The Amazon 4-star store sells a range of items already available on the Amazon website such as books, cookware, electronics and kids’ toys and games. But only products which are rated four star or more on the Amazon website are sold instore.

Unlike Amazon’s grocery store Amazon Fresh, customers without Amazon accounts can shop at Amazon 4-star. But products come with significant discounts for customers with Amazon accounts, including a Tado Smart Thermostat – down from £199.99 to £99.99.

Meanwhile Jamie Oliver’s latest recipe book, ‘Together: Memorable Meals Made Easy’ was reduced by 53 per cent from £26 to £12 for shoppers with an Amazon account. And popular kids toy, the Air Hogs Gravitor with Trick Stick, was only £14.99 for customers already with Amazon – £10 cheaper than the £24.99 non-Amazon customers have to pay.

In addition to the discounted products around the store, there were several ‘Hero Tables’ in the centre of the shop floor, containing a weekly rotating selection of reduced items – which the retail giant claims contain its hottest deals.

Delivery driver Tony Warnes, from Crayford, Kent, was the first customer to enter the shop. He happened to stumble across the new outfit by chance on a Christmas shopping trip to Bluewater with his partner. The 30-year-old said: ‘It’s an amazing little store.

‘It has everything that you want really. I had no idea it was open. I just came to do some shopping with my partner this morning and walked past it. I’ll definitely be using the store. I only live 15 minutes away and it’s a nice alternative instead of waiting for items to arrive after buying them online. I like being able to see and touch the products too. I like that the concept is bringing people back into stores from online.’

People shopping in Amazon’s new 4-star store at the Bluewater Shopping Centre in Greenhithe, Kent today

Amazon has opened its first ‘4-star’ UK department store for the first time today, where customers can buy a range of 2,000 popular items from books and gadgets to kitchenware and toys

Amazon is opening its first UK mini department store today

The new Amazon ‘4-star’ store in Bluewater shopping centre on October 6, 2021

The Amazon 4-star store sells a range of items already available on the Amazon website such as books, cookware, electronics and kids’ toys and games

Products on display at the new Amazon ‘4-star’ store opens in Bluewater shopping centre

The store is located in Bluewater, near Dartford in Kent, and offers a curated range of products that are rated 4 stars and above, are top sellers, or are trending on Amazon.co.uk

Pictured: Inside the new Amazon 4-star store in Bluewater, Kent as it opens for the first time today

Pictured: Staff prepare for the new Amazon 4-star store to open ahead of 10am

Products on display at the new Amazon ‘4-star’ store opens in Bluewater shopping centre

People shopping in Amazon’s new 4-star store at the Bluewater Shopping Centre in Greenhithe, Kent today

Unlike Amazon’s grocery store Amazon Fresh, customers without Amazon accounts can shop at Amazon 4-star.

But products come with significant discounts for customers with Amazon accounts, including a Tado Smart Thermostat – down from £199.99 to £99.99.

Meanwhile Jamie Oliver’s latest recipe book, ‘Together: Memorable Meals Made Easy’ was reduced by 53 per cent from £26 to £12 for shoppers with an Amazon account.

And popular kids toy, the Air Hogs Gravitor with Trick Stick, was only £14.99 for customers already with Amazon – £10 cheaper than the £24.99 non-Amazon customers have to pay.

Like any normal shop, customers browse the products in store, put them in their physical baskets, pay at the tills and walk away with their shopping in bags.

Each item has a price tag with its price, any reductions and its Amazon customer rating. As well as picking up items in store, customers are also able to shop online on the Amazon website in the usual way and then collect their orders in-store if the products are available.

The shop was arranged into several sections, from the unorthodox like ‘Amazon Devices’ and ‘Works With’ and the familiar like ‘Electronics’ and ‘Toys & Games’.

A digital advertising board in the shop window showed a rotating selection of products, including noise cancelling headphones and electric pressure cookers.

Each item’s price tag included its customer star rating on Amazon and the number of reviews, as well as any reduction, stated as a figure and percentage. Many items were displayed beside real customer reviews selected from the Amazon website.

Matt Hume, 43, a police officer and his wife Victoria, 44, a nurse, were among the first customers to leave the store with bags in hand at just after 10am.

The couple from Maidstone, Kent only heard about the store opening on the radio while driving to Bluewater to buy some early Christmas gifts for their children. They managed to pick up a Polly Pocket game, children’s picture book, ‘The Lion Inside’ and a Lego Dots games set from the store.

Mr Hume said: ‘We’re always using Amazon at home so it’s good to be able to pick up some deals in store and see the product before you buy too. I’m really impressed with the selection we’ve been able to pick up some children’s books and a couple of games.

‘We only got a £1.20 discount this time for having an Amazon account as most of the items we bought weren’t reduced, but maybe we’ll get more next time. We always come to Bluewater we will definitely be popping in again next time.’

Retired business-owner, Carol Franklin, 62, was stocking up on Christmas gifts with her friend Debbie Hills, 55, before returning to Cyprus from a trip to the UK.

She said: ‘We only heard about the store on TV this morning so we put our foot down and got here as soon as possible. I’ll definitely be back before Christmas. I’m receiving Amazon parcels all the time is usually.’

Grandad Jerry O’Sullivan, 59, a process operator from Chatham, Kent, had made the trip to the store to source Christmas gifts for his six grandchildren.

Each item has a price tag with its price, any reductions and its Amazon customer rating

Like any normal shop, customers browse the products in store, put them in their physical baskets, pay at the tills and walk away with their shopping in bags

Delivery driver Tony Warnes, from Crayford, Kent, was the first customer to enter the shop

The shop was arranged into several sections, from the unorthodox like ‘Amazon Devices’ and ‘Works With’ and the familiar like ‘Electronics’ and ‘Toys & Games’

Products on display at the new Amazon ‘4-star’ store opens in Bluewater shopping centre

Many items were displayed beside real customer reviews selected from the Amazon website

As well as picking up items in store, customers are also able to shop online on the Amazon website in the usual way and then collect their orders in-store if the products are available

The Amazon 4-star store sells a range of items already available on the Amazon website such as books, cookware, electronics and kids’ toys and games

People shopping in Amazon’s new 4-star store at the Bluewater Shopping Centre in Greenhithe, Kent today

Pictured: inside the new Amazon 4-star store in Bluewater shopping centre in Kent

Like any normal shop, customers browse the products in store, put them in their physical baskets, pay at the tills and walk away with their shopping in bags

Pictured: Real amazon reviews are displayed with the price of the products

A self-confessed ‘daily’ Amazon shopper, she already had two sets of Premier League football playing cards and cookery books, ‘Finch Bakery’ and ‘Pinch of Nom’ in her basket.

She said: ‘I wish they had one of these in Cyprus. I do a lot of my Christmas shopping on Amazon but it’s nice to be able to see before you buy. The fact that you get a discount on a lot of the items with an Amazon account is means I will buy a little more.

‘It can take a while with deliveries to arrive so it’s nice to be able to see what you want and take it away with you immediately.’

Her friend, Debbie, who lives in Bromley, Kent, had an Xbox docking station, a selection of greeting cards and a veg grater in her basket.

Staff prepare to open the new Amazon ‘4-star’ store in Bluewater shopping centre

Pictured: People shopping in Amazon’s new 4-star store in Bluewater shopping centre

People shopping in Amazon’s new 4-star store at the Bluewater Shopping Centre in Greenhithe, Kent today

The store is located in Bluewater, near Dartford in Kent, and offers a curated range of products that are rated 4 stars and above, are top sellers, or are trending on Amazon.co.uk

He said: ‘I’ve got a bit of free time so I thought I’d have a browse for some early Christmas presents.

‘I’ve got six grandchildren and it’s quite a challenge to buy for them all at Christmas so I’m looking for inspiration. I think I can see myself coming here regularly. It’s just a shame there’s no clothes as that would encourage my wife to come too.

‘I prefer seeing the products in material form like this to when you shop online. And the price discount will definitely draw me back in.’

Hayley Morrow, 37, an accounts worker from Dartford, Kent was browsing the toys in search of inspiration for Christmas presents for her children.

She said: ‘I had no idea it was opening today but when I saw it I thought it sounded like a great idea.

‘I had never heard of the four star stores before. I knew Amazon had the grocery stores but not anything like this. It’s really interesting. It’s appealing that there’s a discount for Amazon customers.

‘I will be definitely be back, bringing the kids in to have a look at the toys and knowing me probably ending up buying it all.’

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