NFM (Nebraska Furniture Mart) and Amazon have partnered to bring customers an innovative, holiday-exclusive, interactive showcase shopping experience with the launch of Amazon’s “Store Within A Store.” This new concept debuted in October 2025 at NFM’s Omaha, Nebraska, location, as well as its Kansas City, Kansas, and The Colony, Texas, stores just in time for the holiday shopping season.
“NFM is thrilled to partner with Amazon on an exclusive store-in-store concept,” said David Otte, NFM’s Director of Appliances and Electronics. “Our interactive, home-automation experience engages customers by demonstrating what is possible with Alexa-enabled devices. Our knowledgeable staff is excited to connect customers with technology that elevates entertainment, fosters security, and supports productivity. Together, we are furthering NFM’s mission of improving people’s lifestyles.”
The Amazon “Store Within A Store” features Amazon’s innovative smart home and entertainment products, and brings Amazon’s devices together in one immersive experience, only available at NFM. Visitors can see firsthand how smart home is made easy with Alexa+, Ring Smart Security Cameras, Fire TV, and more to enrich their daily life.
Also featured are Amazon’s Fire Tablets, Kindle, Blink Smart Security Camera, and eero Wi-Fi routers, making it easy to find the perfect gift for you or for them. Knowledgeable, specially trained sales professionals from NFM and Amazon are available to guide customers through demonstrations, tailor a smart home solution, or find the right device for them.
For more information, visit www.nfm.com.
About NFM
Nebraska Furniture Mart, as originally named, was founded by Rose Blumkin in 1937 in the basement of her husband’s pawn shop in Omaha, Nebraska. In 1983, investor Warren Buffett purchased a majority interest in NFM and made it part of the Berkshire Hathaway family of companies. Today, NFM is one of the nation’s largest home furnishings retailers, selling furniture, flooring, appliances, and electronics. NFM currently has locations in Omaha, Nebraska; Des Moines, Iowa; Kansas City, Kansas; and Dallas-Fort Worth, Texas, with a planned fifth location in Cedar Park, Texas, a suburb of Austin.
