Amazon 4 stars only sells its top rated products

The latest retail concept of Amazon looks a lot like your shopping cart online.

This is a physical store that only offers products with high customer ratings, including non-Amazon branded products. Articles should be a best seller, have a rating of four stars or more, or be new and trendy on Amazon.com.

The store, called Amazon 4-Star, has opened in the fashionable SoHo neighborhood of New York, and Amazon says it's permanent.

Inside the 4,000-square-foot space, a "Very Beloved" section features products that people often put on their Amazon wish lists, such as Fujifilm's sky-blue instant cameras. A section called Trending Around NYC features popular products in the city. The assortment in this last category was everywhere on the map, with the book "Asian Asians Rich", bottles of Super Glue Gorilla and a cast iron skillet.

Like Amazon's physical libraries, 4-Star displays customer comment cards in the store with quotes from customers on different products. (Amazon says it has a process to make sure the reviews are legitimate, but the company has not provided additional details.)

Digital price tags for each item change throughout the day depending on the price on Amazon.com, which may vary. Some items are cheaper if you have an Amazon Prime subscription, which costs $ 119 per year and includes benefits like free two-day shipping.

Of course, 4-Star also offers many Amazon devices, such as its range of Echo smart speakers and Fire TV keys. By encouraging people to try their Alexa-enabled products, Amazon hopes to advance the smart home category.

Other categories sold in the store include toys, books, kitchen gadgets, games and consumer electronics. According to Amazon, new articles will be presented each week. The assortment was vast and the customers CNN spoke to were very impressed by the offers.

"There are a lot of interesting things here, and I'm excited about all of this," said Quinn Barker, a digital marketing professional who visited Amazon 4-Star on Thursday. "With the coming holidays, it's perfect and presents unique gifts."

Margaret Crabtree, who also attended the opening, appreciated the "good mix" of products. "It's in a great location with a lot of traffic," said Crabtree, who works in the retail sector.

The average rating of all Amazon 4-Star products on Thursday was 4.4 stars. Together, in-store items accounted for more than 1.8 million five-star customer reviews.

According to eMarketer, the new store highlights Amazon's growing surge in traditional stores, where most retail spending occurs. Earlier this month, Amazon revealed it would expand its non-cash convenience stores in New York.

And the company already has three Amazon Go stores open in Seattle, where its head office is located. The first Go store opened in January and Amazon plans to expand to San Francisco and Chicago. The Go store has no crates or lines.

Amazon also currently has 18 brick and mortar bookstores around the United States, according to its website.

CNNMoney (New York) First published on September 27, 2018: 14:06 ET