Here's an interesting collection of photos of the Amazon Books store. It might seem completely backwards for Amazon, a digital bookstore, to go into the declining brick and mortar model, but after looking at these photos, I could totally see how this would work out in Amazon's favor.
Basically, it seems like a glorified Amazon warehouse that just so happens to let customers in. I doubt Amazon really cares if customers buy in the store since just about all the books point customers to the digital pages and online reviews of the titles on display. It's exactly what I do whenever I'm in a bookstore already -- checking prices, reviews, or stock of that particular bookstore to Amazon's own website. Now, with the two together, there's no need for any customer to do that (prices in store reflect those on the website).