To continue my theme the world of pop-ups is continuing to evolve, from charity focused events, provision of advice and services for local communities through to Westfield showcasing the top 100 trending products on the internet in their London shopping malls. 

Now, Amazon announces it's sponsoring pop-ups across the UK for some of its smaller online only brands to use, thus making that real connection from on-line to physical offer. In light of the ever expanding online shopping trend, is this a sign of conscience or simply another shrewd move by Amazon expanding its customer/ consumer and own omni-channel reach, in an ever evolving and competitive market?