Amazon.com Inc (NASDAQ:AMZN) Attacks Brick and Mortal Stores with Treasure Truck

Amazon Delivery Service

Amazon.com, Inc. (NASDAQ:AMZN) is garnering interest today with a mysterious truck driving around the streets of Seattle. The truck being called the Treasure Truck generated lots of interest across Twitter after Amazon created a Twitter handle, Facebook page and Instagram account for the vehicle. The Treasure Truck was sighted on the streets of Queen Anne and Belltown in Seattle yesterday. A digital message scrolling on the truck reads, “What’s On The Truck Today?”

Amazon Treasure Truck - Amazon.com Inc (AMZN)

What’s On the Truck?

Amazon’s Treasure Truck is simply another Amazon.com on wheels. Customers can access the contents of the truck from the Amazon apps on their mobile phones. You can then order one or more of the goods in the store and schedule a pick-up time in one of the pickup locations. You can also walk up to the truck and buy something directly.

The Treasure Truck contains items that you’ll definitely want to buy. Amazon says the Treasure Truck is stocked with “highly desirable, limited quantity products, food and more.” The best part is that the items will be offered at impressive discounts. For instance, the first item on sale is Solstice Bali stand-up inflatable paddleboard, which typically retails for $476.99, but it will be available at $99.

Vice President of Consumable at Amazon.com, Sam Hall says the Treasure Truck was born out of desire to “invent a brand new way for customers to shop Amazon… A really fun new way for them to interact with us.”

Amazon Has Done This Before

In May 2014, Amazon pulled a similar stunt when it placed a car-size storage locker in downtown San Francisco. The locker eventually generated enough attention before the company revealed that it was parts of a promotional piece to win prices. The grand price turned out to be a car locked in the giant.

A Jab at Brick and Mortal Stores

Many people might find it somewhat hard to understand why Amazon is going out of its way to generate publicity. However, Amazon is king in the online retail space but its dominance has not really pushed brick and mortal stores out of business. Not that Amazon is planning a coup against brick and mortal businesses but the retail giant would like every sale it can make.

However, most people limit their purchases on Amazon to items that are not readily available in their local brick and mortal stores. Most people rarely buy everyday items online when they are available at cheaper prices. One of the issues has to do with delivery times but Amazon is working on changing that with crowdsourcing delivery.

Amazon is using the physical presence of its Treasure Truck to remind people to shop online.

Wal-Mart Stores, Inc. (NYSE:WMT) took the first jab at Amazon; hence, it is not surprising that Amazon is challenging brick and mortal stores.

The interest in online shopping at Amazon will also increase interest of retail investors in the shares of Amazon. As at 11:47AM EDT, the shares of Amazon were up 0.44% to $442.79.

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Victor Alagbe is a seasoned business and finance writer with a specialty in writing about how to invest for the long-term in healthcare, pharmacology, energy and tech stocks. His long-term focus is on stocks that provide a nice mix of growth and income. For the short term, he passionately writes about trading stock options for the excitement and leverage that stock options offer.


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