The store features many top-rated books. Amazon, whose website started selling books in 1994, has already opened 17 bookstores around the country since 2015.

Friends Kysha Simms and Georgina Williams, who work in the area, came to check out the new store, whose opening drew dozens of reporters  and customers. Simms and Williams say they shop on Amazon a lot and found the new location convenient. “It’s perfect,” says Williams, who added that she was scoping out products she already has in her Amazon.com shopping cart in person. “You can actually come and see the product yourself.”

Amazon’s newest shop features the top-selling products on Amazon.com among customers in the region. In New York City, this means items like the NutriBullet blender and the Pulitzer Prize-winning novel “Less.”

Amazon.com is known for its wide selection of products, from toilet paper to aquariums. Amazon’s Spring Street store also offers a broad mix, albeit much more limited—think Amazon’s virtual assistant Echo, baby shower gifts, stationary and small, oddball finds. Its “Quirky Kitchen Gifts” section, for example, features novelty items like the “pizza peddler” pizza cutter and dino-shaped taco holder.

The launch of Amazon’s 4-star store on Spring Street in SoHo comes after the e-retailer already has been making inroads into brick-and-mortar retail.

Valentino and Fernanda, two visitors to the city who only gave their first names, checked out the kitchen items at the store on Thursday morning. They were among some of the first customers—and many reporters—who came to check out the new store once its doors opened.

A cream-colored teapot and whale-shaped tea leaf diffuser are among the many kitchen items available at Amazon’s new store, where items are displayed with their Prime and non-Prime prices and Amazon.com ratings. Placards with customer reviews from the website also line the shelves.

The store sells items exclusive to Amazon, such as the Family Charades game.

The shop offers a glimpse into the interests of New Yorkers by selling some of the top-trending items in New York City on Amazon.com: actress Reese Witherspoon’s new book “Whiskey in a Teacup;” a cast iron skillet; a lunch container; and journalist Bob Woodward’s book “Fear.”