Amazon’s New Bookstore

Amazon has opened a new bookstore called Amazon Books.
Amazon Books—like the surrounding mall—feels like it’s predicated on anxiety. Its very existence may be meant as an answer to anxieties within the company about a persistent inability to overcome the question of ‘discovery,’ both for Amazon Publishing titles and in general—the company remains dependent on consumers finding products they’re interested elsewhere and then buying them, presumably at a discount, from Amazon.com. But other anxieties dictated what the store was allowed to become. The store is aggressively inoffensive. It is nice only insofar as it is bland and has good lighting and they let a customer take his pretty chill dog in. The store is the physical incarnation of a monolithic business of immense wealth that is changing the face of literature itself, but from within it is all very boring, very safe, in an upscale grey palette kind of way.

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