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Amazon.com moves to establish Brick & Mortar Retail Store
The original miracle on 34th Street was about Macy's Department Store and a real Santa.


Ever since the early days of Amazon.com in 1994, it has been two marketing creatures at the same time. In its dual personality, it sold books online, claiming to be the World's Largest Bookstore. The other half of the Amazon.com creature was that of a stock company that really didn't want to play by the rules of Wall Street.

For most of its existence, Amazon.com didn't make a profit. It was too busy re-investing its cash flow back into its operational goals. Somewhere around 2008 through 2010, Amazon.com really started to change its focus, going from its traditional book sales platform over to a more comprehensive "anything for anybody in your face Wal-Mart" platform.

The founder of Amazon.com, Jeff Bozos, always had the dream of becoming the "Wal-Mart of the Internet" from early in the company's start up history. Experts believe that he achieved this goal in 2014.

Now, Bezos has decided to add a third personality to the face of Amazon.com. He wants to go "brick & mortar" with a mega retail store in New York City, in time for Christmas market.

The site at 7 West 34th St. for this mega retail operation will be across the street from the giant iconic department store, Macy's, and near the Empire State Building. At first, plans are for this store to offer limited inventory with same day delivery within the New York City area. The site will most likely serve as a mini-warehouse for core best selling online products.

As Google and Amazon.com fight it out over who can deliver their products to the online customers the fastest, be it by plane, by drone or now, by retail storefront, the act of online shopping has just entered a new age for upscale Americans.

This store will be the ultimate experiment in 21st century urban shopping experience where "same-day delivery, ordering online and charging, with opportunity for physical picking up the order in store" all within hours on the same day. If this works for Amazon.com they will adopt a strategic plan of opening from 50 to 80 other retail stores in high profile urban downtowns from 2014 through 2017.

This new urban retail experiment for Amazon.com will be housed in a 12-story building on 34th Street. The numbers of people who visit this urban space year are staggering. Tourist to the Empire State Building attracted 4.3 million visitors to its observatory last year. Herald Square is here. The giant Macy's flagship store attracts over 20 million annual visitors

In this rush for market dominance, between the mega department store (Macy's), the mega online shopping platform (Amazon.com), and the mega online search engine (Google), maybe there will be the movie of all sweet movies about love and Christmas happiness on 34th Avenue.

Something along the lines of a magic sweet Christmas Story in the manner of Miracle on 34th Street, or Sleepless in Settle with the ending at the Empire Building scene, where we all cried for happiness or You Got Mail, where the big store destroys the little bookstore, all somehow becoming a very sweet little movie.

Amazon.com has for the past two years been making TV and movie content. They want to become the one stop shopping portal for up-scale movie goers. What if this move to establish a retail store front for Amazon.com in New York City is a very clever tactic to make the next Christmas Story block buster?

After all, it would be good for their stock price.


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