Amazon is set to open up its first-ever physical location in New York City.

After 20 years of being in business -- and undercutting retail competition with lower prices and fast shipping -- Amazon will have a store open for the holiday season to offer a traditional shopping experience, the Wall Street Journal reports.

The site is supposed to be in the vicinity of the Macy's store, across from the Empire State Building at 7 West 34th St.

But Amazon is not trying to imitate a retail store. Instead, the idea is to open a mini warehouse that will process same-day delivery in the city and will allow customers to have in-person interactions for product returns and exchanges, or to pick up online orders.

It is being built primarily for customers to pick up the orders made online but is also going to be a location for products like Kindle e-readers, Fire smartphones and Fire TV boxes, WSJ reported.

The move is all about the brand, an analyst told WSJ.

Matt Nemer, a Wells Fargo analyst, said, "Same-day delivery, ordering online and picking up in store are ideas that are really catching on. Amazon needs to be at the center of that."

A physical site for customers is turning the brand on its head, though.

Amazon built its reputation by offering lower prices on products because it was about to avoid the costs associated with operating a store.

The costs that it will now incur, including leases, paying employees and managing inventory in the store, is likely to affect the company's already thin profit margins.

Which is why many suggest this is simply an experiment by Amazon and could be deemed unsuccessful.

This would also explain the lack of details available about the project -- despite a nearing opening date. No information about the size of the warehouse, length of lease or amount of inventory were available.