Amazon is increasing its presence on the High Street in the UK by launching its first non-food store.

The shop, in the Bluewater shopping mall near Dartford, will sell around 2,000 of its most popular and best-rated products.

It’s called Amazon 4-star, because every item has been given more than four stars by customers. However, one retail expert said the shop could be “muddled and uninspiring”.

This will be the first Amazon 4-star store outside the US, where there are already more than 30 outlets.

The range of products, which takes in books, consumer electronics, toys, games and homeware, reflects what Amazon customers are buying online.

There’s a “Most Wished For” section, for instance, showing the most popular products from customers’ wish lists.

Digital price tags are used to ensure the prices are the same in-store and online. Shoppers don’t need to have an Amazon account to use it.

And customers will also be able to collect items ordered online as well as return items without the need for packaging and labels.

Andy Jones, director of Amazon 4-star UK, declined to say how many more stores he plans to open in the UK.