Amazon is launching a pilot program for more than 100 small online brands to sell at 10 'Clicks and Mortar' pop-up shops in the UK:
also help online brands try to take advantage of the brick-and-mortar opportunity. These companies have done so through pop-up shops, like Amazon's approach, and permanent stores.
Amazon may be able to stand out from competitors in the space thanks to its e-commerce dominance and capabilities.The Seattle-based e-tailer can leverage its strengths by working with merchants that already sell on its marketplace and facilitating inventory management and omnichannel orders with Fulfillment by Amazon . Amazon's standing and services could lead brands to work with it over other store-as-a-service competitors if it expands the initiative in the future.
With Clicks and Mortar, Amazon should have full control over the space, allowing it to not only provide space for online brands but Amazon Lockers as well — at least the first location will feature them,So, if Amazon does expand Clicks and Mortar beyond the 10 planned UK locations, the initiative would help it compete in the store-as-a-service space, diversify its portfolio of physical locations, and give it more stores to provide omnichannel services from.1.
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