Amazon Prime Day has now shown that it is more than just a marketing ploy — analysts estimated this year’s sales at $500 to $600 million. We’ve been hearing for a long time about the “Amazon Effect,” but are Amazon and other e-tailers really killing brick and mortar?

It may be too soon to say, but it seems not. Not that Amazon hasn’t had an effect. Brick-and-mortar stores are recognizing consumers’ desire for convenience and tailoring their approach accordingly. Target, Wal-Mart and Macy’s, for example, now allow you to shop online and pick up your order in their store at no additional cost (which has given birth to a new formulation — click and mortar).

Furthermore, brick-and-mortar stores offer an experience that you can’t really get in the online shopping world. Downtown urban locales, with shops, restaurants and, in some cases, live entertainment, are getting a lot of foot traffic, especially on weekends, when consumers may be looking for more than just a quick shopping transaction.

And top retailers are also finding creative ways to attract people to physical storefronts. Home Depot offers free in-store events and weekly workshops. PetSmart (and other national pet chains) partner with local animal shelters to host adoption days.

Polo Ralph Lauren and Burberry are experimenting with interactive fitting rooms that allow you to adjust the lighting and request another size — and the mirrors even provide style recommendations.

And speaking of interactive, stores like Pinot’s Palette (a painting class where you bring your own wine) have popped up and are thriving in downtowns. In New Jersey, you can find Pinot’s Palettes in Ridgewood, Montclair, Hoboken and Edgewater.

Even Amazon recognizes the importance of brick and mortar: they’ve opened an actual store in Seattle and have plans for Portland, San Diego and reportedly Manhattan as well.

Despite the “Amazon Effect,” it’s clear that brick and mortar is here to stay, for a while at least.