The e-commerce giant will be building 300-400 physical bookstores, according to Reuters UK, following its flagship Seattle store which was announced in November 2015. At first, this move might seem like more than a few steps in the wrong direction. Remember Borders? The sentiment is pretty well encapsulated by PopSci reporter Kelsey D. Atherton. Coincidence? Maybe, but probably not. After all, why would the leading seller of e-readers invest so heavily in a medium that contradicts one of their own products?
