Amazon is breaking out of its corrugated box.
The online store is opening a real live store in New York City, The Wall Street Journal reports. The prime location, to open in time for the holidays, would allow for same-day pickups and returns.
The Manhattan store would give Amazon, currently the largest online retailer, the ability to show off its Fire brand smartphones, tablets and e-readers. The Fire brand competes with Apple’s iPhone and iPad.
Until now, Amazon has lacked its own retail presence, while Apple has more than 400 retail stores worldwide, including New York flagships on Fifth Avenue and inside Grand Central Terminal.
While Amazon locks horns with Apple over high-end electronics, it’s also competing with discount giant Walmart for everyday items like socks, DVDs and even groceries.
But with nearly 11,000 Walmart stores worldwide, Amazon might have a lot of catching up to do.
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Gavin Stern is a national digital producer for the Scripps National Desk. Follow him on twitter at@GavinStern or email him at firstname.lastname@example.org