Now mattress start-up Tuft & Needle is embracing the practice - encouraging it, even - by linking its upcoming store to Amazon technology.

The company, founded in Phoenix in 2012, was among the pioneers in those selling mattresses online. It specializes in foam mattresses at moderate prices. Among its selling points: Free shipping and a 100-night trial period. In five years, the start-up has opened three stores and sold more than 500,000 mattresses.

The company’s newest location, opening in October in Seattle, will be equipped with a number of Amazon devices, according to tech news site Recode:

Inside, customers will find tablets to read product reviews from Amazon; Alexa-powered Echo devices programmed to answer customer questions; QR codes to enable one-click purchasing through the Amazon app; and, eventually, the company hopes, the perk of two-hour delivery through Amazon’s Prime Now service, too.

Amazon.com already accounts for one-quarter of Tuft & Needle’s sales, according to Recode.

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