Amazon to Open Pop-Up Store in London

Amazon is opening its second European pop-up store this week. The first was in Paris, but this one is in London.

From Business Insider:

Amazon has opened a pop-up store in London’s Soho Square to raise awareness of its upcoming “Black Friday” sale event.

Visitors will be able to try electronics, toys, jewellery, and beauty products that will go on sale on Black Friday, which is the biggest shopping day of the calendar year.

The 3,000 sq ft Amazon pop-up store is designed to look and feel like a home. It contains a kitchen, living room, bedroom, gaming zone, kids room, and a creative area. Customers can take part in workshops and win prizes at the store, where there will also be a number of special guests, according to Amazon.

In 015 (right around the time Amazon was opening a bookstore in Seattle), Amazon opened a couple kiosks in Paris. Those short-lived locations were far smaller than the one in London, and they only sold Amazon’s Fire tablets and Kindle ereaders.

I am told the kiosks closed on early 2016, although I haven’t confirmed that detail yet.

Doug Gurr, country manager of, said: “We are showcasing some of our biggest and best Black Friday deals — which will be shoppable through our app — as well as offering some fantastic sampling experiences and interactive workshops with some of our Marketplace and Handmade sellers.

“We really hope visitors to the pop-up will have a great time and make a good start on their Christmas shopping, if not finish it, while they’re here.”

The London pop-up store will be open to the public from today, 21 November, until Friday, 24 November.

Nate Hoffelder

View posts by Nate Hoffelder
Nate Hoffelder is the founder and editor of The Digital Reader. He has been blogging about indie authors since 2010 while learning new tech skills weekly. He fixes author sites, and shares what he learns on The Digital Reader's blog. In his spare time, he fosters dogs for A Forever Home, a local rescue group.


  1. Hmmm. Indigo proposes to extend its stores that do sell books to the USA and but it isn’t book news because they aren’t book stores anymore because they sell products as well as books.

    Amazon opens a pop-up shop in London with not a book in sight and this is book news?

    1. Nate Hoffelder22 November, 2017

      Who said I only covered book news?

  2. Not moi!

    Just quoting your words re Indigo: “Is this really book news?” 🙂


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