Amazon just opened its 4 star store in New York, here's a sneak peek

Amazon opened a new store in New York on Thursday morning, contrary to what the company has never done before.

Located in the SoHo neighborhood of New York, the store, known as the Amazon-4 Star, sells what the e-commerce giant considers to be one of the most popular or top rated merchandise on his website. The store is a longer term real estate transaction, compared to ephemeral shops and shopping mall kiosks that Amazon has tested in the past. It shows that the company is serious about investing in retail after its acquisition of Whole Foods and the gradual rollout of its non-cash convenience stores in the United States.

In the new SoHo store, you'll find everything from original kitchen gifts like a triceratops taco holder to books, board games, laptops, Alexa compatible devices and even Amazon products like Amazon Basics. Cameron James, vice president of Amazon's physical division, told CNBC that the inventory would be rotated weekly. James also said he expected the store, which was about 4,000 square feet in size and much of its gift and toy space, to be buzzing with people this year.

"SoHo is not only one of New York's premier shopping areas, it's also one of the country's premier commercial destinations," James James told CNBC on Thursday morning. "When you open a concept like this, you want to be where there are a lot of super-engaged customers, and that's a good place to do it."

James would not comment on Amazon's plans to open other stores like this one across the United States. "You will have to wait and see," he said.

By putting the Amazon website online, the store has digital price tags next to items that show how much premium members would save on a purchase. Customers will also be able to see how many notes an article has received, what is the average rating, as well as some reviews posted throughout the store. Amazon even has a table in the store that shows "frequently purchased together" items, which the company has always highlighted on its website. Specific to New York, the SoHo store will bring fashionable items at any time, including a cast iron skillet, a new book by actress Reese Witherspoon and a Black & Decker portable vacuum.

CNBC walked the new store when it opened. Here is what it looks like: