Amazon on Friday launched a new shopping experience in Austin where customers can receive surprise items that the online retailer makes available through special delivery trucks.
Dubbed the Amazon Treasure Truck, the program notifies customers through Amazon’s app of specific products available at its trucks on certain days each month. Customers then can purchase a product online and pick it up at a truck location on the same day. The experience allows customers to quickly obtain popular products while Amazon benefits from consumer tendencies to impulse buy.
“Customers can expect the unexpected, as offers can include exclusive items made just for Treasure Truck, trending tech and the latest gear, holiday must-haves, favorites from local purveyors, amazing deals on limited quantity items and more,” Amazon said in a written statement. “Customers will be delighted by special holiday events, original games and more.”
While Amazon will not reveal what will be in each truck on certain days, a company spokesperson said trucks will be filled with “sought-after” items.
Austin is one of 18 cities across the U.S. where the Amazon Treasure Truck is operating, according to the company’s website.
While Amazon has dominated the online retail world, it has lately also made significant investment into physical shopping locations. In August, it completed its $13.7 billion purchase of Austin-based Whole Foods Market, which has more than 460 stores in the U.S., Canada and the United Kingdom.
The company has also recently expanded its lineup of bookstores across the U.S., which includes plans to open a bookstore in Austin’s Domain shopping center next year.
Austin’s first Treasure Truck will be parked at the Whole Foods parking lot at the Gateway Shopping Centers in North Austin on Friday. The truck will operate from 11 a.m. to 5 p.m.
Amazon said each truck will have limited supplies, so products are available on a first-come, first-served basis.
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