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NEW YORK (TheStreet) -- (AMZN) will open up three new bookstores in Chicago, San Diego, and Portland, in addition to its original Seattle store, the company announced on Friday. 

The e-commerce giant can use brick-and-mortar stores as "showrooms" for hardware like the Amazon Echo and Kindle Fire, which will allow the company to gain more members for its Amazon Prime annual subscription, Teikametrics CEO Alasdair McLean-Foreman said on CNBC's "Closing Bell" on Friday afternoon. 

Amazon Prime members buy a lot more than regular Amazon consumers based on data that Teikametrics receives, he noted, saying they are the "stickiest and most profitable" consumers. 

This move will allow to "highlight their product lineup," Benchmark Company senior analyst Daniel Kurnos said in agreement with McLean-Foreman. 

"It certainly makes some sense from a branding perspective," he concluded. 

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