There’s nothing like being the first to see a new product, and for many, it’s a chance to test the waters.
So when Amazon announced that it would be launching a second retail store in the US, it was met with some apprehension.
The company is building its first retail outlet in the state of Florida.
It is not exactly the most logical place to open a store, and Amazon is hoping that Florida shoppers can help it navigate the state’s unique retail environment.
In the US as a whole, retail sales have been declining for the last several years, and the state has had a number of recent high-profile high-tech shopping centres, including one in Orlando that opened in 2017.
“I think we’re just getting to the stage where it’s just not the right time to start opening up a new outlet,” Amazon Vice President of Public Policy and Business Affairs John Wertheimer told CNBC in August.
“The timing of opening a second one is kind of critical, right?
It’s the first time that we’ve opened one here.”
But Wertheim also said that Amazon has the financial wherewithal to take advantage of Florida’s “very special retail climate”.
“I would say it’s going to be pretty easy to operate, and we’re not looking to do a lot of expansion,” he said.
He also said there were “pretty good reasons” to open an outlet in Florida.
“There’s very little competition,” he added.
“We can get our product to the right places faster.”
The company has been working on the first store in Florida for several years now, as part of a new partnership with the state.
This has allowed it to make the first foray into the state, and it is currently the only retail outlet that has been opened in the Sunshine State.
The stores are set to open in the coming months, with Wertheys view that Florida is a “natural fit” for Amazon’s retail strategy.
The retail giant has said that it is “looking forward to opening a new Florida store in 2018” and said that the US is “the best market for Amazon to be here”.
However, Amazon is also taking steps to make sure that its new retail locations are located in “safe, low-cost communities”.
As of now, the first location is in Miami, where it will initially set up a “home base” to offer its e-commerce products and services.
Werthem said that, while the company is still in the process of deciding where it wants to store its new stores, it is committed to “putting in place the most efficient way possible”.
“We have to do things the right way, because it’s really about how do we get to where we want to be in our stores,” he told CNBC.
“But we’re excited to start with this one and we want Florida to be the place we start.”
For now, it appears that Florida will be the first state Amazon will be opening its stores in.
The new store will be open until March 2019, with more to come.