Old Pasadena is reportedly among the top locations being considered for an Amazon bookstore, according to several local real estate professionals.

The Seattle-based e-commerce retailer announced last week that it plans to open its 10th bookstore in Seattle, but the company is looking to expand beyond that.

Old Pasadena, Melrose Avenue and Westfield Century City are areas the online retailer has considered.

Neither representatives from Amazon nor Steve McClurkin, a leasing broker at EB Development in San Diego who represents Amazon Books, could be reached to provide details on the company’s search.

Derrick Moore, principal of urban properties for Avison Young in Los Angeles, said a representative for Amazon was checking out potential sites along Colorado Boulevard in Old Pasadena during the second quarter of 2016.

“They were looking for about 5,000 square feet of ground-floor retail space,” he said. “We had a great corner space that was a former Kenneth Cole store which we have since leased. But that space was divided up on multiple floors and they were looking for one ground-floor space.”

The Kenneth Cole men’s clothing shop had been located at 88 W. Colorado Blvd.

“We suggested a number of spaces they might be interested in but the timing may not have right,” Moore said. “There was definitely a preference for Old Pasadena because it has the demographics and cobranding they were looking for, with soft-goods retailers like Nike and Anthopologie. When you look at the consumers who shop at those stores, they would likely be Amazon customers.”

Moore pointed to another space in Old Pasadena that could work for Amazon.

“The 800 Degrees Pizza space at the corner of Colorado and Fair Oaks Avenue just went dark about a week and a half ago,” he said. “I haven’t seen or heard of Amazon landing anywhere yet, which is interesting. And there are other key markets out there, like Brentwood, Playa Vista and Santa Monica. It could be that they have a confidential deal going on somewhere that we’re not hearing about yet.”

Eric Duyshart, Pasadena’s economic development manager, said a number of businesses have expressed interest in leasing the 800 Degrees space, although Amazon is not among them.

“We talked to the Amazon broker who was scouting around here last year,” Duyshart said. “That’s about all I know at this point.”

The Amazon Books website offers an overview of the company’s bookselling strategy.

“As a physical extension of Amazon.com, Amazon Books integrates the benefits of offline and online shopping to help you find books and devices you’ll love,” the company says. “We select books based on Amazon.com customer ratings, pre-orders, sales, popularity on Goodreads, and our curators’ assessments.”

The books are placed face-out on the shelves, Amazon said, “so each can communicate its own essence.”

Under each book is a review card with the Amazon.com customer rating and a review.

The stores also feature a array of devices in Amazon’s Echo, Kindle, Fire tablet and Fire TV product lines that are available to try out and buy.

“Prices on all items for Amazon Prime members are the same as from Amazon.com,” the company said. “For customers who aren’t Prime members, Amazon devices are the same price as from Amazon.com; books and other items are sold at list price.”

Andrea Vuleta, executive director of the Southern California Independent Booksellers Association, said it appears that Amazon is simply using the bookstores to build its base of online customers.

“They couldn’t do a cash transaction when I was there,” she said.

An Amazon Books would certainly provide some competition for Vroman’s Bookstore, a longtime fixture of the city that was founded by Adam Clark Vroman in 1894.

But Vuleta figures Amazon bookstores ultimately won’t pose much of a threat to their more traditional counterparts.

“I think for people who really enjoy books there is a lack of serendipity when you go into their store,” she said. “You pretty much have to know what you want before you get there.”