Amazon Opens Brick and Mortar Bookstore logoToday, Amazon opened its first physical bookstore — not to be confused with its first store, a pick-up and drop-off location at Purdue University — in Seattle’s University Village. In an attempt to distinguish itself from the traditional bookstore experience, the shelves will be stocked partially based on data the etailer gleans from its online customers.

According to The Seattle Times, Amazon’s physical location will carry books with the highest Amazon ratings, and organize the sections based on ratings and wish listed items, for example: “Most Wished-For Cookbooks” and “Award Winners, 4.5 Stars & Above, Age 6-12.” Additionally, each book will face out so browsing customers can instantly connect with the cover. Below each book will be a review card that contains reviews written by online customers as well as its star rating.

Jennifer Cast, vice president of Amazon Books, said of the choice to use data to inform the Amazon bookstore experience, “It’s data with heart. We’re taking the data we have and we’re creating physical places with it.”