Amazon is opening a pop-up liquor bar in Tokyo

Amazon.com Inc. is opening a bar. For 10 days, the web retailer is going to sell beer, wine, sake and cocktails in Tokyo’s glitzy Ginza district to promote alcoholic products sold on its website in Japan.

While Amazon has opened physical bookstores, bought Whole Foods and is testing a food market without cash registers at its Seattle headquarters, this is the first time the e-commerce giant will operate an actual bar. It’s part of a bigger push by Amazon to boost its physical presence to promote the array of merchandise sold on its website, and branch into new markets.