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Re/code reports that Amazon has confirmed that it will open its 10th Amazon Books store in the Bellevue Square shopping center across Lake Washington from Seattle.

The story frames the development this way:

"If it wasn’t clear before, it is now: Amazon really likes the traction it has seen in the four stores that have opened so far and is committed to becoming a physical retailer at scale. New locations are opening in places like Chicago, New York City and the suburbs of New Jersey later this year.

"That doesn’t mean the stores still aren’t puzzling. Why does Amazon — bookstore killer — want to become a physical book purveyor? One smart take has been that the stores are as much about selling Amazon devices like the Echo and Kindle as they are about selling books."

And, Re/code goes on: "The stores are also an indirect showcase for the Amazon Prime membership program, because Prime members pay considerably less for books than non-members do. Industry insiders speculate that Amazon could also eventually expand its 'just walk out technology' from its new Amazon Go convenience store to Amazon Books locations, as well."
KC's View:
I think they're right. This is more than just a whimsical effort.

There's something happening here. What it is ain't exactly clear... seems to be getting clearer every day.