Amazon's Physical Stores May Be Causing Hype, but the Digital Payoff Could Be the Real Story

NYC debut underscores showrooming potential

A few hours after vacationer Sariah Lutkin landed in New York City on Wednesday from Cologne, Germany, she saw a sign about the new Amazon store in Gotham’s Columbus Circle area. There’s no such storefront for the ecommerce giant in Europe, so Lutkin, an Amazon.com customer, decided to check out the mall-based location that opened on Thursday.