As the tide is turning in favour of brick-and-mortar retail stores, the largest online retailer, Amazon. com plans to open its first brickand- mortar retail store at 7 West 34 Street, New York City, across the Empire State Building. Amazon has built the online retail business on competitive pricing and fast shipping. Until now, Amazon could not compete with the immediacy of traditional retail stores. Amazon also may consider using the retail space to showcase inventory, particularly its devices like the Kindle e-readers, Fire Smartphones, or Fire TV settop boxes.