Good E-Reader reports today that Amazon plans to launch a retail store in its hometown of Seattle “within the next few months.” It will be a small boutique emphasizing its Kindle e-readers and physical copies of its Amazon Exclusives book titles. It will also stock accessories for Kindles, such as cases, screen protectors and USB chargers.

It’s not a new rumor (it dates as far back as 2009), and it would be a departure from Amazon’s strategy thus far. In December, LAUNCH reported the retail store rumor, adding that Amazon plans to sell its own branded merchandise. Amazon is better known for threatening real-world retail than for promoting it. But Amazon’s moves in the past few months make the strategy seem more sensible.