Opening physical bookstores is the best idea Amazon has had since the creation of Amazon Prime.

But wait, you say! Wasn’t the report that Amazon is even planning a store retracted? And wasn’t Amazon created as an efficient alternative to brick-and-mortar stores? Aren’t all the bookstores going out of business partly because of Amazon?

Confusion on all this abounds. Here’s what you need to know about Amazon’s brilliant plan to launch a chain of physical bookstores.

Accidentally telling the truth

Sandeep Mathrani is the CEO of a company you’ve probably never heard of called General Growth Properties (GGP). It’s a Chicago-based real estate investment trust that owns and manages shopping malls.

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