Amazon is opening a pop-up bar in Tokyo to promote alcoholic drinks sold on its website.

For 10 days the 78-seat bar will serve beer, wine, sake and cocktails in the Ginza district via a digital ordering system.

Amazon has opened physical bookstores, and recently bought Whole Foods where it is testing a food market without cash registers, but this is the first time the e-commerce giant will operate an actual bar.

The company said in a statement: “Amazon Bar will offer a wide variety of drinks procured from across the globe, and offer exclusive products as well as samples of products not yet on store shelves.”

Instead of a menu, the ordering system that will suggest drinks, and also hire sommeliers to give wine advice.

Nikka whisky, Yebisu beer and other drinks will cost 500 to 1,500 yen ($4.43 to $13.30), and some food will be offered.

The pop-up bar will be open for evenings from 20 October.