In an almost cruel twist of irony, Amazon is allegedly planning on opening large physical stores akin to department stores in the near future. These brick-and-mortar locations will allow customers to purchase clothes, electronics, kitchen appliances, and more. The ecommerce and web hosting giant is slated to first open their department stores in California and Ohio. The Amazon stores are expected to occupy roughly 30,000 square feet. Amazon’s push for more brick-and-mortar stores such as their bookstores can all be brought back to one dark yet simple reason: data. While Amazon has been able leverage insights from user purchases made on their online stores, they haven’t yet been able to do so with physical, in-person shopping. With an Amazon department store, they’ll be able to do so.