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Amazon to launch holiday pop-ups throughout Europe

November 9, 2018

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Amazon is poised to learn a lot about physical retail with a series of global pop-ups at the holidays.

In the past decade or so, chain stores, brands and, especially, e-commerce companies have turned to pop-up retail to test new products and ideas. E-retailers can provide shoppers with a rare opportunity to touch and feel their goods, and for a company like Amazon with clear brick-and-mortar ambitions, the investment and planning required by pop-ups are worth it, considering that a pop-up is a short-term buy-in (compared to a traditional store) that yields a lot of data.

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