Amazon has been a frequent headliner in the news as they prepare for headquarter expansions and retail store changes. However, despite its popularity and rapid consumer fulfillment process, Amazon has decided to discontinue its pop-up kiosk program. A spokesperson from Amazon shared that the decision was based on "creating thoughtful decisions on how to better serve their customers." In place of the pop-up kiosks, the company has expressed its focus on expanding Amazon Books and Amazon 4-star stores. This transition in retail strategy will allow Amazon to focus on a broader selection of products while putting more attention towards customer experience.

Amazon 4-star stores appeared on the scene in 2018 at its first retail location in New York. Promotions for the store highlighted curated products across various categories that have been rated by customers and received four stars or more from top-selling items online. After opening its first store in Seattle's University Village, Amazon books can also be found in several locations. 

The online retail giant's goal to experiment with a variety of retail store operations is nothing new. The retail environment is already changing with a growing emphasis on user experience and customer engagement. In promoting a variety of products from third-party brands as well as their own, Amazon is on the hunt to refine their presence outside of the online market.