Why 'Amazon Stores' Is the Digital Equivalent of a Shelf in the Back of the Store

While Amazon Go—a sans-checkout shopping experience in Seattle, Wash.—has already been making waves, Amazon Stores has been flying under the radar. The free self-service offering from Amazon Marketing Services allows brands to create pages at Amazon.com/brandname and, theoretically, own more of a branded experience on Amazon—if shoppers can find them.