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Amazon to discontinue pop-up locations

March 07, 2019 / Dan O'Shea

Amazon by the end of next month will close its 87 pop-up kiosks located in U.S. malls, Kohl's and Whole Foods stores as it continues to evolve its brick-and-mortar strategy, according to a Wall Street Journal report.The e-commerce player has been operating some of the pop-up locations since at least 2014, well before it opened physical bookstores, Amazon Go cashierless convenience stores and its new 4-Star stores.Employees and partners have been notified that the pop-ups would shutdown by April 29. The closings come as Amazon plans expansions to its bookstores and Four Star stores, the report said. Amazon did not immediately respond to Retail Dive's request for comment. This move doesn't come as much of a surprise as Amazon rapidly expands its varied brick-and-mortar concepts. As much as pop-up stores can help online firms establish brick-and-mortar outposts to strengthen customer engagement without breaking the bank on building out physical store footprints, they're called "pop-ups" for a reason — they usually aren't meant to be permanent.