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January 6th, 2017

The Boston Globe

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Amazon to open second brick-and-mortar bookstore in Mass

Amazon.com Inc. plans to expand its brick-and-mortar bookselling business in Massachusetts with a second store in Lynnfield later this year.

The e-commerce giant revealed plans for the first Massachusetts location of its bookstore concept, Amazon Books, at the Legacy Place shopping center in Dedham this past fall. The second store will be in Lynnfield’s MarketStreet shopping center, which is run by the same management company that operates Legacy Place.

“We are excited for Amazon Books to come to MarketStreet Lynnfield in 2017. Stay tuned for additional details down the road,” said Nanci Horn, the shopping center’s general manager.

Retail analysts surmise the move to create physical locations has been as much about a try-before-you-buy strategy for selling Amazon’s technology like the Kindle e-reader and the Echo smart home devices as it has been about selling books.

The company, which is notoriously tight-lipped about its sales figures, reported that it sold “millions” of its Echo smart devices over the holiday season.

The online retail giant confirmed its plans to bring a physical bookstore to the Legacy Place mall.

Many of Amazon’s developers who work on Alexa, the artificially intelligent “voice’’ of the Echo devices, work in Kendall Square.

Deborah Bass, a spokeswoman for Seattle-based Amazon, declined to say when either store would open.

Amazon opened its first physical bookstore in Seattle in 2015, and has since opened storefronts in San Diego and Portland, Ore. The company’s website indicates that is currently hiring for stores in Chicago and Paramus, N.J., and it also confirmed this week that it will open the doors to its first New York City bookstore later this year at the Time Warner Center in Manhattan.

By: Janelle Nanos

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