Amazon's novel idea: Physical bookstores - CNET

Building out a chain of bookstores would be an unexpected move for Amazon, which started as an online book catalog two decades ago with the promise of offering a wider selection and greater convenience than brick-and-mortar stores. The Seattle-based e-tailer -- the "e" stands for "enormous" -- was aggressive in price cutting, a tactic that has been criticized by authors and is blamed for forcing many physical bookstore operators, including Borders, into extinction.

A rollout would also come as e-commerce, Amazon's main business, grows at a double-digit pace, while overall retail has been sluggish. Fewer people are venturing out to the malls, in part because Amazon is so easy, convenient and cheap.

During the holiday season, retail sales were up 7.9 percent, but e-commerce sales grew 20 percent, according to Mastercard SpendingPulse. As retail sales continue migrating online, a move into brick-and-mortar seems counterintuitive for Amazon, the biggest online retailer in the world.

Amazon does have one physical bookstore, which it opened in its hometown of Seattle back in November. Books are offered at the same price as those online, the company says. Customers are also able to peruse Amazon devices including Kindle, Echo, Fire TV and Fire Tablet series.