Amazon's new pop-up store, located in the center of a San Francisco mall, offers a new opportunity for shoppers to engage with Amazon's line of electronics. Kindles, Fire tablets, and Fire TVs are all prominently displayed and available for consumer use. Amazon is heavily advertising its new products, including a tablet targeted at children and low-price tablet. Amazon's Fire TVs are set up for video game use, and there is no sign of the Amazon Fire Phone. Signage indicates that Amazon's pop-up store offers a program that allows shoppers to borrow devices for a night in order to more fully try out the products.