Retail-auditing and insights firm Field Agent dispatched 15 agents to
Amazon 4-Star on the weekend of its grand opening, where agents
shopped the store, made a purchase, and, ultimately, gave us their
feedback about the new operation.
Meet the Shoppers
Are you an Amazon Prime
N = 15
Amazon 4-Star, SoHo, New York City
Words to Describe
Field Agent asked mystery shoppers, “What
3 words would you use to describe Amazon’s
4-Star store?” Below are words mentioned
by more than one shopper.
Mystery shoppers were asked, “What 3 things did you
most like about Amazon 4-Star?” Below are “likes”
mentioned by more than one shopper.
• Product assortment
• Clear pricing
• Digital price tags
• Store layout
• Only trendy, popular merchandise
• “Deal of the Week”
Field Agent also asked about dislikes: “What 3 things did
you most dislike about Amazon 4-Star?” Below are
“dislikes” mentioned by more than one shopper.
• Small size of store
• Random assortment
• Limited selection
• Few checkout lanes/cashiers
• Not accepting cash
Shopper Ratings: Does 4-Star Get 4 Stars?
Shoppers were also asked to rate Amazon 4-Star on various dimensions. Field Agent
asked them to do so, appropriately, on a 5-star scale. Below are the ratings shoppers
assigned Amazon 4-Star.
It should be stressed that these ratings are based on the experiences of only 15 shoppers, and that
shoppers assigned these ratings on the store’s inaugural weekend when crowds were heavy.
Ease of shopping/organization
Shopping experience/enjoyment Ambiance/store environment Amazon 4-Star overall
Field Agent asked shoppers, “What is the likelihood you’ll shop at Amazon 4-Star again
in the future?” One agent responded “not applicable,” since distance precluded him
from realistically shopping the store again.
Completely likely Very likely Moderately likely Not very likely Not at all likely
N = 14 shoppers within convenient distance of the store
In Shoppers’ Words
Each shopper provided an audio review of their experience with Amazon 4-Star, which
you can hear in the video accompanying this report. Below are some select, verbatim
quotes from shoppers.
“It made me look at things I wouldn’t necessarily have looked at online.”
“I would say that it’s a home run, and I anticipate it will be very popular
here in New York City…”
“I did not like how crowded it was. I feel like that’s something they
have to work on in the future.”
“It’s in a neighborhood that’s known to be trendy, and so the Amazon store
ﬁt right in with that.”
“The experience deﬁnitely was four star.”
“It just kind of felt like a hodgepodge of stuff…like a jumble of things.”