The rumour mill suggests it is.

E-commerce giant Amazon is rumoured to be looking to set up appliance and furniture stores, according to a report in The New York Times. The idea of developing bricks and mortar stores is appealing for products that consumers want to be able to ‘see and feel’ before buying online. Sources suggest Amazon is also considering an electronics store similar to the Apple shops concept where it could focus on devices such as the Amazon Echo smart home speakers and Prime Video streaming service.

It has been reported that Amazon is also looking at using technology, such as augmented or virtual reality, that would allow consumers to visualise how the products would look in their homes.  However, whether these physical electronics stores come to fruition remain to be seen.

Amazon is currently testing its grocery store concept, AmazonGo, where customers can shop without going through the checkout and pay using an app.