The Seattle giant has recently inaugurated the first of 10 Clicks and Mortar pop-up stores in Manchester. This new challenge for Amazon was born from the need to focus more and more on small traders, who have increased from 3 to 58% in just under twenty years. The advantageous aims for the communities involved are: to give the possibility to more than 100 small companies present on Amazon to also sell in a physical store, to allow them to propose their products, and to strengthen their relationships with customers.
The project will allow those who join it to have access to free digital education with the Amazon Academy, to increase their knowledge on the subject, and to have the opportunity to increase their profits.

Another focal point is job creation. A £1 million fund has been allocated to allow the recruitment of 150 people through an apprenticeship contract, thus increasing employment. Amazon UK country manager Doug Gurr said: "Small businesses are one of the most important customer groups, and we're really excited to work with Enterprise Nation to design a complete package to help entrepreneurs across the UK do growing their businesses, both in-store and online. Amazon is committed to supporting the growth of small businesses, helping them boost the economy and create jobs throughout the UK."