The company has neither confirmed nor denied the news, but Shelf Awareness' EIC John Mutter said independent sellers' success wouldn't have escaped Jeff Bezos' notice. "There are all kinds of studies that show the best way to find things when you don't know what you're looking for is an old-fashioned bookstore," Mutter told the publication. "I think that's a major part of what Amazon is trying to do with this bookstore in Seattle. They seem very thorough in terms of competing."

Even if the online retail giant really is planning to open new outlets, it could take some time before we see more Amazon Books. The company still has to look for locations where people are most likely to peruse and buy from traditional book shops.