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First ‘Amazon Go’ Convenience Store Finally Opens to the Public

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‘Amazon Go’, the company’s first brick-and-mortar convenience store which is being referred to by many as “the store of the future” as it allows customers to grab items and just walk out without stopping to pay, finally opens to the public today on the ground floor of Amazon’s new headquarters on Seventh Avenue in Seattle, ReCode is reporting.

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When shoppers enter the Amazon Go store, they are greeted by a selection of salads, sandwiches and beverages, as well as ready-to-eat meals for breakfasts, lunches and dinners. Following Amazon’s acquisition of Whole Foods, one section is also set aside for chips, cookies and nuts, all from the grocer’s 365 Everyday Value brand. 

The store is outfitted with modern technology that enables shoppers to simply grab items off shelves and automatically get charged the right amount without stopping to pay upon exit, which means no lines and no cashiers.

How? The store is outfitted with cameras and shelf sensors to help Amazon’s computer vision system work some magic. The technologies, in turn, connect you and the phone you scanned at the entrance with the items you took from shelves and carried out the door. On rare occasions, a human is needed to confirm that the technology got it right.

On my visit to the store last week, the technology charged me correctly after I entered, grabbed a sparkling beverage and exited — all in less than one minute. The real tests, however, will come during normal shopping days when, say, the store gets crowded, or an item is removed from one shelf and placed on another, or two people who have similar appearances are shopping in close proximity to each other.

Amazon says the company would like to open up more Amazon Go stores, but is currently focused on this one for the time being.

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  • FragilityG4

    Interesting concept, I also wonder about its performance during peak hours but this could be the store of the future

  • Freaking brilliant concept by Amazon. From the customer’s point of view it’s cool, futuristic, and more convenient. All while Amazon gets the type of data Google dreams of, but in the real world.

    How valuable will it be to Heinz when Amazon can say to them “the average person spends 6 seconds looking at ketchup before they pick yours, but those who spend longer tend to pick the organic competitor. Most who do will spend 18 seconds deciding between one or the other. We feel if you drop your product price just a bit more, you could get those extra purchases. Or if your packaging could look and feel a little more organic, you could probably raise your prices.”

    Just a made-up example, obviously, but there is so much they could do with this data.

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