Amazon has opened a physical book store in Seattle’s University Village.

Amazon Books will sell a smaller selection of books, picked using customer reviews and sales from the website as well as popularity on Amazon-owned ratings site Goodreads. Each book is presented face-out – so customers can literally judge by their covers – with a card showing their current star rating and a review.

The store will also sell Kindle eBooks, and act as a showroom for Amazons devices including the Kindle, Echo, Fire TV, and Fire tablets. And, showing that even Amazon has to consider the problem of customers showrooming to see if an items cheaper on Amazon, all prices will be fixed to match the online store.

Amazon wont reveal whether it has active plans to open more stores, according to The Seattle Times, but that it is hoping this wont be the last.

On the other end of the spectrum, meanwhile, Crains New York Business is reporting that Google has abandoned plans to open a physical store of its own in New York City, despite buying and renovating a space at a reported cost of $6m.