Amazon has launched a new store that bases its proposition on its best-rated online products.

Everything for sale in Amazon 4-star, which opened in New York today, is rated four stars and above by customers who have purchased and rated the products online.

The store on Soho’s Spring Street will sell products across its electronics, kitchenware, home, toys, books and games categories, as well as Amazon devices such as its smart speakers and Fire TV stick.

It marks Amazon’s latest foray into bricks-and-mortar, having already launched in the US a tranche of bookstores and its Amazon Go automated grocery store.

“4-star’s selection is a direct reflection of our customers—what they’re buying and what they’re loving”

Amazon

Amazon said: “We created Amazon 4-star to be a place where customers can discover products they will love. 4-star’s selection is a direct reflection of our customers—what they’re buying and what they’re loving.”

The average rating of the products initially being stocked in the store is 4.4 stars. The products have actually earned more than 1.8 million five-star reviews from shoppers.

Digital price tags for each product display both the Amazon Prime price and list price, as well as the average star rating and the total number of reviews a product has received.

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