Amazon’s evolution from an online-only retailer to a major brick-and-mortar operator reflects its focus on blending the digital business model with the traditional physical customer experience.

The journey had its ups and downs. They started by opening an Amazon Books store in 2015. And after this, Amazon quickly broadened its footprint to include large-format grocery outlets under Whole Foods and Amazon Fresh, curated general-merchandise shops like Amazon 4-star, and fashion-focused Amazon Style locations.

This article will explain how Amazon took its model to the next level and ended up where it is today, with over 500 physical stores open to the public all over the US and Europe.

The experiments

Amazon’s first steps into physical stores weren’t all strikes. At first, it was trial and error. Here are all the Amazon Stores ideas that didn’t really connect with the public and ended up being closed:

Amazon Books stores

Amazon opened its first Amazon Books store in November of 2015, in Seattle’s University Village neighborhood, marking its first “physical extension of Amazon.com.” 

The novelty came from Amazon’s algorithms, which drove the stock selection at Amazon Books. The products sold had to be top sellers, highly rated by customers, or Amazon editorial picks. 

It was a strange experiment, and Amazon couldn’t compete with giants like Barnes & Noble. Despite the enthusiasm, Amazon Books locations were shuttered by March 2022 as the company shifted its focus to other formats and technologies. 

Amazon Pop-Up Stores

In 2015–2016, Amazon launched roughly 87 Apple-like shops inside malls and partner stores to showcase their devices. 

However, by 2019, many of these Amazon Pop-Up Stores were absorbed into Whole Foods and Kohl’s locations. With time, they ultimately discontinued the standalone Pop-Up model. 

Amazon 4-Star stores

In 2018, Amazon opened its Amazon 4-Star store in New York City, selling only products rated four stars and above on Amazon.com. 

Amazon 4-Star tried to replicate online trending products in a physical environment. However, these stores were among those closed in March 2022 to refocus on grocery and fashion.

The Just Walk Out Technology

Then came what catapulted Amazon to a more established place between Brick-and-Mortar stores. In January 2018, Amazon debuted the prototype of what would be a true revolution in the years to come: Amazon Go. 

The technology was implemented in Seattle. The main attraction is that customers can simply walk into a store, grab what they want, and leave without stopping to pay at a register. When they leave the store, the system automatically charges their linked payment method and sends them a digital receipt.

By 2021, the technology had truly expanded. Now, it is possible to Just Walk Out of grocery-format Amazon Fresh stores, too. 

Amazon Go and Fresh formats then rolled out to multiple US cities. As of early 2022, Amazon included the technology in over a dozen Fresh locations across states like California, Illinois, and New York. 

However, most of Amazon’s physical stores have not yet implemented the technology. 

European Expansion of “Just Walk Out”

The Just Walk Out approach was taken abroad. Amazon introduced its first European store on 2021, at the Ealing Broadway Centre in West London. By mid-2022, London hosted 17 Amazon Fresh outlets.

Whole Foods: The titan that changed the game

In 2017, Amazon acquired Whole Foods Market for $13.7 billion, instantly adding 465 high-end grocery stores to its portfolio and catalyzing its full-scale entry into food retail. 

Whole Foods locations serve dual roles. They are premium grocery outlets and fulfillment centers for Prime Now and grocery delivery services. This wise buying decision boosted Amazon’s logistics and Fresh capabilities. 

By 2024, Amazon operated “several hundred” brick-and-mortar stores across North America and Europe, spanning at least six distinct retail formats and reinforcing its omnichannel strategy. 

Amazon’s European retail presence extends beyond grocery and fashion: its Amazon Store program supports over 280,000 small and medium enterprises via pop-up partnerships.

Amazon Brick-and-Mortar stores today

Despite the closure of underperforming concepts like Books, Pop-Up, and 4-Star, Amazon is doubling down on automated, convenience-driven formats. According to Amazon and other entities, by 2025, the company’s physical retail division encompasses over 642 locations globally, including:

• 544 Whole Food Stores
• 79 Amazon Fresh Stores
• 17 Amazon Go locations in the U.S. only
• 1 Whole Foods Daily Shop
• 1 Amazon Grocery experimental shop in Chicago

Why Amazon Is Betting on Physical Retail

Several strategic objectives explain Amazon’s omnichannel push:

• Physical stores are great for marketing and invite existing and new customers to engage with Amazon differently.
• Brick-and-mortar fulfills the immediate purchase need in a way that two-day shipping can never reach.
• Most categories benefit from hands-on customer evaluation before purchasing. With physical stores, Amazon takes advantage of what it once was one of the biggest turnoffs of its eCommerce model.
• Amazon uses analytics to price and stock its stores according to neighborhood-level preferences.

With physical stores, Amazon fortified its competitive strategy against Walmart, Target, and other retail giants.

Future Challenges

Despite its gains, Amazon must navigate several challenges:

• Extending “Just Walk Out” systems to thousands and not hundreds of locations remains a resource-intensive priority.
• Managing inventory, staffing, and logistics across diverse store formats demands expertise legacy retailers have honed over decades.
• The pervasive sensors and cameras required for the Just Walk Out shopping experience have triggered consumer concerns and regulatory pushback over potential data collection by Amazon.

Conclusion

Amazon’s journey from being a purely online marketplace to becoming a formidable player in the physical retail space demonstrates the company’s ability to test, fail, adapt, and grow. With over 640 physical locations globally, Amazon continues to expand and evolve.

Because of this, visibility and competitiveness have become more crucial than ever for third-party sellers and brands.

Ready to Thrive in Amazon’s New Retail Reality?

Amazon isn’t just an eCommerce marketplace anymore—it’s a retail powerhouse with over 640 physical locations. As the line between digital and in-store shopping blurs, the rules for standing out on Amazon are changing fast.

The good news? You don’t have to figure it all out alone.

At BellaVix, we help brands adapt to Amazon’s ever-expanding ecosystem—from mastering product visibility online to navigating retail programs that tie into Whole Foods, Fresh, and Go formats.

By filling out the form below, you’re taking the first step toward building an omnichannel Amazon strategy that wins. Whether you want to optimize your digital shelf, tap into Amazon’s physical retail data, or simply outpace your competition—we’re here to help.

Tell us a bit about your brand, and one of our Amazon growth experts will follow up with insights tailored to your goals.

Let’s turn the complexity of Amazon’s evolution into your competitive advantage.

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