Amazon is often blamed for the death of brick-and-mortar retail.

But the e-commerce giant is trying to establish a footprint in the real world, with mixed results.

Amazon said it'll shut down all of its pop-up stores in the U.S. The Wall Street Journal reports the 87 outlets will be gone by the end of April.

The pop-ups operate inside stores of other retailers such as Kohl's and Whole Foods, which Amazon owns.

Refinitiv director of consumer research, Jharonne Martis: SOUNDBITE: REFINITIV DIRECTOR OF CONSUMER RESEARCH, JHARONNE MARTIS (ENGLISH) SAYING: "Over 90 percent of retail spending in the United States still happens in-store, which means that even though the amount of money consumers are spending online continues to grow, consumers still prefer to go into the stores, and play with the merchandise, try it on, and as a result, we're seeing that Amazon continues to expand its footprints in order to target, and remain competitive." A company spokesman said the online retailer will instead expand its bookstores.

That disclosure drove down shares of rival Barnes & Noble 15 percent Thursday morning.

It'll also add more 4-star stores that stock products that earn great reviews from Amazon customers.

The disclosure came the same day another thing popped up: Amazon's high profile joint venture healthcare company with JPMorgan Chase and Warren Buffett's Berkshire Hathaway unveiled its website and a name, Haven.

The venture aims to improve access to primary care, make prescription drugs cheaper and insurance benefits easier to understand for the 1.2 million people who work at the three companies.

Haven says it'll also share its innovations and solutions with others.