Stories by Amit Sharma

Expert Voices

What Amazon's shuttering pop-ups mean for the future of its stores

Amazon pop-up signs at the Queens Center Shopping Mall in New York
At the Queens Center Shopping Mall, in New York. Photo: Drew Angerer/Getty

When Amazon announced the closure of all 87 of its pop-up stores in the U.S., it seemed to signal a failed experiment, but temporary shops can be a proving ground to test different physical experiences and gather data.

Why it matters: The pop-ups likely gave Amazon's strategists proprietary data and insights as the company prepares to open more brick-and-mortar outlets like Amazon Books, Amazon 4-Star, and Amazon Go convenience stores.