Amazon Partnering With Brick-and-Mortar Stores for ‘Counter’

Seattle—Amazon recently announced the launch of Counter in the United States, a service that allows customers to pick up Amazon packages in-store at partner locations.

The service went live Thursday in more than 100 Rite Aid stores across the U.S. and is expected to reach 1,500 Rite Aid locations by the end of the year.

The retail giant said it is “actively looking” to bring additional partners onboard, including small to mid-size businesses and other large chains.

“Creating a seamless, convenient customer experience is a key element of our strategy and digital transformation,” Jocelyn Konrad, a Rite Aid executive vice president said in the news release announcing Counter.

“Being the first store partner for Counter in the U.S. is a differentiator for Rite Aid and we believe our partnership with Amazon, that includes Locker, creates a stronger in-store experience for existing customers and new customers who come in to pick up their packages.”

Amazon Lockers are self-service kiosks where customers can pick up packages, also located in brick-and-mortar locations like Whole Foods Markets and convenience stores.

Customers can have millions of items sold on Amazon.com delivered via same-day, one-day, two-day, or standard shipping to a Counter location at no extra cost. Shoppers choose the Counter option at checkout and find the closest pickup point based on ZIP code.

When the package arrives at the Counter location, customers receive an email notification with a unique barcode as well as information about the pickup point, including its address and business hours.

Customers then show the barcode to a Rite Aid employee, who scans it and locates the customer’s package.

Amazon shoppers using Counter have 14 days to retrieve their package.

The service first launched in the UK at department store Next and in Italy at bookstore Giunti Al Punto, Fermopoint, a network of locations that receive and hold packages, and SisalPay stores, which offer prepaid credit cards and other payment services.

Amazon said the service has been “positively received” overseas and has driven customer engagement and boosted foot traffic for its partners.

Counter is part of the Amazon Hub segment, which includes customer pickup and return points Locker, Locker+ and Apartment Locker.