Amazon Books Feels Like It Was Designed by an AI, and That’s Okay

About a year ago there was a meme going around Twitter where people made fun of Mark Zuckerberg trying to connect with ordinary people. One of the ongoing jokes was that he was some type of alien or android.

I was reminded of that joke today when I visited the new Amazon Books store in Washington DC.

Located in Georgetown, the store occupies an oddly shaped space. It shares a 3-story building with a Nike store, but it only has a storefront on the street level. It doesn't use the two stories above it; instead, the bookstore extends into the basement, where it has about twice the footprint of the storefront.

The store has all the features you read about in past coverage of earlier stores, including an extensive hardware section, a small coffee shop, toys, games, and books.

The overall aesthetic was less bookstore than airport gift shop. I estimate around half of the floor space was devoted to books (5,600 titles), with the rest taken up by the other departments. And unlike your typical chain store, which can feel blandly corporate, the Amazon Books felt sterile and algorithmic. The layout, shelf-tags, and stock selection all give the impression that this store was stocked by the numbers.

In much the same way that Zuckerberg's attempt to connect with the public comes across as an Android trapped in the uncanny valley,  this bookstore feels like it was an AI's attempt at making what it thought a human bookstore should look like.

People buy books? *whirr* *whirr* *whirr* We put books on shelf *whirr* *whirr* *whirr* - all 4-star and above.

Booksellers assemble unique collections? *whirr* *whirr* *whirr* Here are random collections based on Amazon's sales data and customer behavior. *whirr* *whirr* *whirr* Here's a regional collection. *whirr* *whirr* *whirr* An assortment of books bought or favorited by customers in the area. *whirr* *whirr* *whirr* An also bought collection.

Honestly, folks, this store feels like the only human involvement consisted of people carrying out the AI's orders. It is that soul-less.

And the strange thing is, the store works.

The goal of the store is to help you discover books you like, and it succeeded for me. I found most of the store just unappealing because I could see how the stock selection was assembled, but towards the end of my visit I got stuck in the crafts section where I discovered that a couple of the art projects I had admired online were now available in print as coffee table books.

I'd still be there, flipping through books and photographing covers (so I could "showroom" Amazon Books), if I hadn't reached the end of my two-hour parking window (I didn't think DC police were ticketing today but I didn't want to push my luck).

My key takeaway today is that Amazon has a winning model here for a brick-and-mortar bookstore.

If I were Books-a-Million, I would be very worried. Amazon is currently building bookstores singly and in small locations, but this is a model that could scale up to a chain of big box bookstores.

And it could happen sooner than you think. When B&N goes bankrupt in January, Amazon will have the ideal opportunity to snap up leases in great locations and open a few dozen bookstores - or a few hundred bookstores - in one fell swoop.

Given that Amazon owns hundreds of Whole Foods, dozens of "pop-up" electronics stores, and some fifteen bookstores (plus 3 more under constructions), wouldn't buying ex-B&N leases be the next logical step?

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. DaveMich14 March, 2018

    I don’t think you can compare the Georgetown location to most of B&N’s real estate. Amazon isn’t going to take over leases in the sort of big-box developments that most B&N stores occupy. All sorts of BB stores have issues – look at what is happening to ToysRus right now.

    Re: your visit. One thing I notice about B&N’s that I’ve been in or looked at is how many of them are taken over by “campers” who read, study or work without buying. Was there anything you might have noticed in the store you visited that would actively or passively discourage that sort of thing?

    1. Nate Hoffelder14 March, 2018

      The only places to sit down were kid’s chairs in the kids section, a few chairs and small tables near the coffee shop, and a “stands” area that Amazon will probably use for audiences during events.

      Amazon will not have to worry about campers; there’s no comfortable place to camp.

  2. ” I estimate around half of the floor space was devoted to books (5,600 titles), with the rest taken up by the other departments.”

    So by what measure is Amazon’s new bookstore still a bookstore?

    “Many of what we now call bookstores arguably no longer deserve the name. Books take up a minority of the square footage in some bookstores, with the rest used for music, the cafe, gifts and events. My local Barnes & Noble, for example, has a huge music dept and a good sized cafe.”

    1. Nate Hoffelder14 March, 2018

      I said it had the ambiance of an airport gift shop, but if it sells books then is it not a book store?

  3. Absolutely, if it sells books it is a bookstore. It is TDR that has been suggesting otherwise, as per quoted and linked posts among many.

    1. Nate Hoffelder15 March, 2018

      I don’t understand what kind of gotcha game you are playing with this walrussing, but you do you.

  4. […] currently has 15 bookstores, including the one that just opened in DC, and soon they will open one in a suburb of Idaho's state […]


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