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The e-commerce giant is offering a "smart home" experience inside the retailer's stores in the form of small retail locations that are 1,000 square feet in size. Products sold includ Amazon Echo, Echo Dot, Amazon Fire TV, Fire Tablets and more.

Investors clearly like the news, sending Kohl's shares up 4% in morning trading, in the belief that the Amazon spaces could spur traffic. The locations are slated to open in October. Kohl's is scheduled to release earnings figures on November 10.

Customers will be able to schedule an in-home consultation with Amazon professionals, similar to Best Buy's popular Geek Squad service, including device layout and installation.

To use the service, U.S. Bank customers must have an Amazon account, an Alexa device, and the Alexa app on their smartphone. This deal is good for the refurbished model, which Amazon says is "refurbished, tested, and certified to look and work like new". Kohl's, Macy's and Dillard's all reported a drop in a key sales figure last month for their latest quarters.

The dueling announcements are part of the jockeying by Amazon and Google to gain share in voice-controlled devices.

The move is part of Amazon's bid to occupy space offline as well.

This is the first time a United States airline has enabled travellers to use their Alexa-enabled devices such as the Amazon Echo and Amazon Echo Dot to coordinate their travel.

While these are the only devices being sold so far, it's expected that Amazon will push Alexa for shopping purposes and even link users' online and retail experiences to offer purchase suggestions and more. It uses Amazon's voice assistant, Alexa, to read you the day's news, track your Amazon packages, and stream your favorite songs.