In November 2015, Amazon opened a physical Amazon Books store in University Village in Seattle. The store is 5,500 square feet and prices for all products match those on its website. Amazon will open its tenth physical book store in 2017; media speculation suggests Amazon plans to eventually roll out 300 to 400 bookstores around the country. Amazon plans to open brick and mortar bookstores in Germany.
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It's easy to forget these days, but there was a time when Amazon didn't – and couldn't – promise that an order would arrive by a certain date. Mike helped change that. "We totally overhauled the way we make promises on the website," he says. "We got rid of the 'usually ships in 24 hours' messaging. We developed the capability to make these aggressive delivery estimates and keep them. In many ways, this was what Prime was born of."