Rare Book Monthly

Articles - October - 2016 Issue

Amazon to Open Fourth Bookstore in Chicago. But Why?


Amazon's Seattle store (from Amazon's website).

Amazon has announced plans to open a fourth real, live, bricks-and-mortar bookstore. This next one will be in Chicago. It joins the first, and only store open at the moment, in their hometown of Seattle. Additional stores in San Diego and Portland, Oregon, were previously announced, although they have yet to open. This is Amazon's first foray away from the Pacific coast, with speculation that the next store could take them the other half of the way across the country to New York.


Amazon is far and away the largest online retailer, selling everything under the sun, but they started as a bookseller. If they expanded far beyond their roots over the past two decades, there was one place where they remained true to form. They only sold online. Now, that too has changed. Last fall, they opened their first store in Seattle. While they now sell virtually everything online, in their one bricks-and-mortar store, they sell only books and related items. That will continue with their new locations. They sell physical books, electronic books (you can upload them to your electronic device at the store), and electronic readers (their Kindle). There will be "thousands of books" (physical ones) available in their stores, but "millions" more can be ordered online while visiting the store. Even books in stock at the store can be ordered for shipping to the customer's home.


One difference between an Amazon bookstore and a typical one is the manner of display. All of their books are faced forward, not just a few bestsellers with the rest shelved, needing to be pulled out by the spine to see the cover. It greatly reduces the number of books that can be displayed, but it enables "each [to] communicate its own essence." Reviews for each book are also provided, and those stocked are selected based on online orders, customer ratings, curators' assessments, and popularity on Goodreads. Amazon has the advantage of knowing in advance from their online sales which titles are likely to sell best, and can even target inventory based on what is popular in a particular community.


What Amazon has not done is try to emulate the all-encompassing atmosphere of the bigger book stores like Barnes & Noble. They don't sell coffee and pastries or provide large areas to relax and read a book all afternoon.


All of this leads to the burning question – why? Why is a company that destroyed so many local retailers going into local retail itself? Was it all a ruse to become the next Walmart? Hardly. It is an additional means of selling, not a replacement. Nonetheless, what they are doing is of interest to sellers of old books as well as new, since Amazon's selling model is what turned business upside down for the rare book dealer as well. So many have closed their bricks-and-mortar shops and turned strictly to electronic and other remote methods of selling. Does Amazon know something the rest of us don't?


Probably not. Much of what they are doing is experimental, rather than implementation of some grand master plan. And some is meant to leverage the large online business others do not have. At Amazon's annual meeting last May, CEO Jeff Bezos was quoted as saying, "We’re definitely going to open additional stores, how many we don’t know yet. In these early days it’s all about learning, rather than trying to earn a lot of revenue." Amazon has plenty of money and has never had a problem plowing it back in the business to test new ideas and support growth, short term profits be damned.


Perhaps part of Amazon's motivation is to tap a huge market not yet accessible to them. For all the problems we hear about traditional retail, long established name like Sears and K-Mart fading, others already gone, here is a number that may surprise you. According to a report released by the Census Bureau of the Department of Commerce last month, for all its growth, e-commerce represented only 8.1% of retail sales during the last quarter. Amazon has no access to the other 92%. E-commerce has been growing at about 15% per year, compared to around 2% for all sales, but that still implies that it will remain a relatively small percentage of overall sales for a long time to come. Maybe Amazon would like to participate.


Of course, Amazon has some other motivations for opening retail stores. It gives them an opportunity to sign up more members for its Prime service, and they can promote their online business through personal contact not otherwise available to them. Personal interaction can make a difference. While the financial demands of a storefront may simply not work any longer for many old and collectible book sellers, that does not mean personal contact is no longer important for establishing long-term relationships. What it means is that rare book sellers need to find alternative ways of meeting people, such as book fairs, appraisals, talks, seminars, and the like where they can make personal contact, even if it is not practical to follow Amazon back into bricks-and-mortar retail.

Rare Book Monthly

  • <b>Old World Auctions (March 21-28):</b> Lot 7. Ritter's unusual sun-dial world map, 1607. Est. $3500 to $4500
    <b>Old World Auctions (March 21-28):</b> Lot 16. Fascinating Japanese satirical map published prior to WWII, 1932. Est. $1400 to $2000
    <b>Old World Auctions (March 21-28):</b> Lot 30. Newton's 2" miniature terrestrial globe, 1833. Est. $3500 to $4500
    <b>Old World Auctions (March 21-28):</b> Lot 318. Braun & Hogenberg's first plan of Moscow in contemporary color, 1575. Est. $2750 to $3500
    <b>Old World Auctions (March 21-28):</b> Lot 346. One of the most decorative 18th century maps of Malta, 1680. Est. $1200 to $1500
    <b>Old World Auctions (March 21-28):</b> Lot 412. The first printed map devoted to the Pacific in full contemporary color, 1589. Est. $8000 to $10000
    <b>Old World Auctions (March 21-28):</b> Lot 425. Rare set of celebrated explorers of the New World, 1592. Est. $1900 to $2300
    <b>Old World Auctions (March 21-28):</b> Lot 436. Two superb miniature atlases bound in one volume with 98 maps, 1682. Est. $5500 to $7500
    <b>Old World Auctions (March 21-28):</b> Lot 445. Part IV of de Bry's "Grand Voyages" by Girolamo Benzoni, 1613. Est. $2000 to $2500
    <b>Old World Auctions (March 21-28):</b> Lot 447. Tallis' "History of the United States of America" in six volumes, 1850. Est. $1500 to $1800
    <b>Old World Auctions (March 21-28):</b> Lot 448. Mallet's miniature military masterpiece, 1672. Est. $1400 to $1700
  • <b>Swann Auction Galleries Mar 29: Printed & Manuscript African Americana</b>
    <b>Swann Auction Galleries Mar 29:</b> Malcolm X, Autograph Letter Signed, from prison, 1950. $20,000 to $30,000.
    <b>Swann Auction Galleries Mar 29:</b> Letter from Moses Walker, an enslaved Georgia man, to his mother at another plantation, 1854. $12,000 to $18,000.
    <b>Swann Auction Galleries Mar 29:</b> Signed cabinet card of Frederick Douglass, albumen photograph, Boston, circa 1879. $10,000 to $15,000.
    <b>Swann Auction Galleries Mar 29: Printed & Manuscript African Americana</b>
    <b>Swann Auction Galleries Mar 29:</b> Placard from the Memphis Sanitation Worker's strike, 1968. $10,000 to $15,000.
    <b>Swann Auction Galleries Mar 29:</b><br><i>The North Star,</i> volume 1, issue 27, Rochester, NY, 1848. $8,000 to $12,000.
    <b>Swann Auction Galleries Mar 29:</b> Hand-tinted tintype of John Brown, circa 1860. $4,000 to $6,000.
    <b>Swann Auction Galleries Mar 29: Printed & Manuscript African Americana</b>
    <b>Swann Auction Galleries Mar 29:</b> Poster signed & inscribed by Huey Newton, circa 1967. $4,000 to $6,000.
    <b>Swann Auction Galleries Mar 29:</b> Album of aerial views of the march on Montgomery, taken by federal troops, 1965. $3,000 to $4,000.
    <b>Swann Auction Galleries Mar 29:</b> Poster for the SNCC, photograph by Danny Lyon featuring John Lewis, circa 1962. $3,000 to $4,000.
  • <b>Bonhams: Fine Books and Manuscripts. March 9, 2018</b>
    <b>Bonhams, Mar. 9:</b> BEETHOVEN, LUDWIG VAN. Autograph Manuscript sketch-leaf part of the score of the Scottish Songs, "Sunset" Op. 108 no 2. [Vienna, February 1818]. Inscribed by Alexander Wheelock Thayer. $80,000 to $120,000
    <b>Bonhams, Mar. 9:</b> Violin belonging to Albert Einstein, presented to him by Oscar H. Steger, 1933. $100,000 to $150,000
    <b>Bonhams, Mar. 9:</b> EINSTEIN, ALBERT. Autograph Letter Signed ("Papa") to his son Hans Albert, discussing his involvement with the atomic bomb, September 2, 1945. $100,000 to $150,000
    <b>Bonhams: Fine Books and Manuscripts. March 9, 2018</b>
    <b>Bonhams, Mar. 9:</b> HAMILTON, ALEXANDER. Autograph Letter Signed, to Baron von Steuben, with extensive notes of Von Steuben's aide Benjamin Walker, June 12, 1780. $10,000 to $15,000
    <b>Bonhams, Mar. 9:</b> NEWTON, ISAAC. Autograph Manuscript in Latin, being detailed instructions on making the philosopher's stone. 8 pp. 1790s. $200,000 to 300,000
    <b>Bonhams, Mar. 9:</b> 1869 Inauguration Bible of President Ulysses S. Grant. $80,000 to $120,000
  • <b>19th Century Shop:</b> Charles Darwin on sexuality and the transmission of hereditary characteristics: Autograph Letter Signed to Lawson Tait. Down, 17 January [1877].
    <b>19th Century Shop:</b> MILTON, JOHN. <i>Paradise Lost. A Poem written in ten books.</i> London: 1667. A very rare example with the contemporary binding untouched and with a 1667 title page.
    <b>19th Century Shop:</b> Hamilton secures the ratification of the Constitution: <i>The Debates and Proceedings of the Convention of the State of New-York, assembled at Poughkeespsie, on the 17th June, 1788.</i>
    <b>19th Century Shop:</b> The social contract “Man is born free, and everywhere he is in chains”: ROUSSEAU, JEAN-JACQUES. <i>Principes du Droit Politique [Du Contract Social]</i>. Amsterdam: Michel Rey, 1762
    <b>19th Century Shop:</b> “The first English textbook on geometrical land-measurement and surveying”: BENESE, RICHARD. <i>This Boke Sheweth the Maner of Measurynge All Maner of Lande…</i>
  • <b>Forum Auctions: Fine Books, Manuscripts and Works on Paper. March 22, 2018</b>
    <b>Forum Auctions, Mar. 22:</b> Jenner (Rev. George Charles). <i>The Evidence at Large...Respecting Dr Jenner's Discovery of Vaccine Inoculation,</i> presentation copy from Edward Jenner to Rev. Rowland Hill, 1805. £4,000 to £6,000
    <b>Forum Auctions, Mar. 22:</b> Houdini (Harry).- Maggi (Girolamo). <i>De tintinnabulis liber postumus...de equuleo liber,</i> Harry Houdini's copy, Amsterdam, H. Wetstein, 1689. £600 to £800
    <b>Forum Auctions, Mar. 22:</b> Meyer (Henry Leonard). Coloured Illustrations of British Birds, and their Eggs , 7 vol. in 2 plus Illustrations of British Birds, 4 vol., 1842-50 and [1835-51]. £5,000 to £7,000
    <b>Forum Auctions: Fine Books, Manuscripts and Works on Paper. March 22, 2018</b>
    <b>Forum Auctions, Mar. 22:</b> Dickens (Charles). <i>An Entirely New Romantic Drama, in Three Acts, by Mr. Wilkie Collins, called The Frozen Deep,</i> 1857. £3,000 to £4,000
    <b>Forum Auctions, Mar. 22:</b> Lighthouses and Islands of Ireland, c. 125 drawings, 1867. £6,000 to £8,000
    <b>Forum Auctions, Mar. 22:</b> Shelley (Lady Jane). Diary, 1853 & 1860. £1,500 to £2,000
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    <b>Forum Auctions, Mar. 22:</b> Scottish Binding.- The Holy Bible, Containing the Old and New Testaments, bound in contemporary brown polished calf decorated with the figure of a Chinese spearman, by ?James Scott of Edinburgh, 1778. £2,000 to £3,000
    <b>Forum Auctions, Mar. 22:</b> Greene (Graham). <i>The Man Within,</i> first edition, signed by the author, 1929. £4,000 to £6,000
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    <b>Forum Auctions, Mar. 22:</b> Desaguliers (John Theophilus). <i>A Dissertation concerning Electricity,</i> W. Innys, and T. Longman, 1742. £2,000 to £3,000
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    <b>Forum Auctions, Mar. 22:</b> Stumpf (Johann Rudolph). <i>Gemeiner loblicher Eydgnoschafft Stetten, Landen und Völckern Chronicwirdiger thaaten beschreibung, </i> Zurich, Froschauer, 1586. £3,000 to £4,000

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