Amazon and Good Housekeeping Team Up to Launch Mall of America Store

Jamie Grill-Goodman
Editor in Chief
Jamie goodman

Good Housekeeping magazine will open a pop-up store called GH Lab in Mall of America. Open to the public from October 3-December 30, GH Lab will offer consumers the opportunity to experience a new way to shop — all powered by Amazon SmileCode technology.

Every product in the store has been tested in the GH Institute's labs by scientists, chemists, engineers and tech experts. Lab experts will take over the 2,800 square feet of space with different “rooms” to help shoppers visualize the products within their own homes and shoppers will be able to test out the products themselves.

Unlike other retail locations that feature multiple SKUs within a product category, the GH Lab will offer only one item that was tested and recommended by the GH Institute. Staff has been selected and trained by the experts in the GH Institute. This shoppable showroom will house Good Housekeeping Seal holders, Best-of-the-Test winners and GH Lab picks.

All merchandise in the GHI Lab store will be shoppable through Amazon SmileCodes. To purchase or learn more, customers will need to open the Amazon App, tap the camera icon and select the SmileCode Scanner, aim the camera on the visual pattern of the SmileCode and center it in the frame. The product detail page associated with that SmileCode will appear on the screen and the customer can then add it to their Amazon cart and check out as they normally would. Purchases will be delivered straight to shoppers' homes—no lugging of shopping bags required.

In addition to the concept store at Mall of America, Good Housekeeping is also launching an online boutique on Amazon, live now at, where consumers can shop GH-tested products and have them delivered directly to their door, just like they would shop for any other product on Amazon. New products will be introduced into the pop-up shop from October through December, in addition to special online-only GHI-tested product recommendations.

Located in level 1, south at Mall of America, GH Lab will be open seven days a week from 10 a.m. to 9:30 p.m. Monday through Saturday and 11 a.m. to 7 p.m. Sundays, with longer hours throughout the holiday season.

To learn more about the customer experience plan to attend the Retail Experience Summit this October. 


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