After decades of reigning the eCommerce industry, Amazon is entering the brick-and-mortar arena, with department stores that primarily sell apparel, homewares, and electronics. CivicScience asked more than 2,300 U.S. adults about their interest in the concept. 

As the data show, 50% of U.S. adults are interested in shopping at a brick-and-mortar Amazon store, with those who are already favorable to Amazon showing the most interest in this in-person opportunity.

Currently, adults between 35 and 54 and middle-income earners indicate the most overall interest in a brick-and-mortar Amazon location. 

People who say they care more about brand than they do about price feel more strongly (both very and somewhat interested) about the idea of shopping at a physical Amazon location. But it’s those who say brand and price are equally important that are the most interested overall.

What may be surprising, however, is the fact that those who are concerned about the Delta variant and about being in public spaces are also the most interested in Amazon’s new brick-and-mortar venture. 

What’s Trending on Amazon

Before we can understand what consumers might want to buy at an Amazon department store, let’s take a look at what is already popular on 

As it turns out, books still take the lead as the most popular Amazon shopping category. Other popular categories include sports and outdoor, beauty and health, and pet supplies.

But will these top-selling online categories translate into brick-and-mortar success? 

The short answer is that it’s possible. Looking at frequent Amazon shoppers across categories confirms the choice to sell apparel in a physical store. The data also reveal growth opportunities for other product categories, particularly toys, kids, and baby supplies.

Even amidst evolving COVID variants, there is no lack of readiness for Amazon’s brick-and-mortar plans. And those who are already fans of purchasing books, apparel, and beauty products from the company are primed to show up when they open their doors.