Amazon goes into the holidays with magnified store presence

Amazon goes into the holiday season with a magnified brick-and-mortar presence, giving it more opportunities to sell its Kindle e-readers, Fire tablets and other gadgets.

The online retailer now has more than a dozen Amazon Books stores, which also sell toys, electronics and small gifts. Kohl’s has carved out space for Amazon shops in 10 of its department stores. Amazon also has small shops in several malls, and is selling most of its gadgets in 100 Whole Foods stores and opening pop-up shops in five.

The Seattle-based company’s physical stores are a small part of its business, making up 3 percent of its revenue between July and September. Still, having a physical presence gives shoppers a chance to see and try out the gadgets and interact with Amazon employees.

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