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Why ‘Amazon Stores’ Is the Digital Equivalent of a Shelf in the Back of the Store

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While Amazon Go--a sans-checkout shopping experience in Seattle, Wash.--has already been making waves, Amazon Stores has been flying under the radar. The free self-service offering from Amazon Marketing Services allows brands to create pages at Amazon.com/brandname and, theoretically, own more of a branded experience on Amazon--if shoppers can find them. The option became available in...

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