Amazon continues its expansion into retail with a grocery store that minimizes purchase friction.
Image Source: Amazon.com
Dubbed Amazon Go, this Seattle-based store lets shoppers get in and out quickly by purchasing products through their Amazon Prime account.
Amazon Go is an 1,800-square-foot grocery store located at 2131 7th Ave in Seattle. The store has no checkout lines, using instead a complex system of camera vision and machine learning Amazon dubs its Just Walk Out technology.
Essentially, customers pass through a turnstile that scans their phone for their Amazon Prime account to both enter and leave the store. Customers shop around the store as they would at any other, except when they are done they simply leave. The Just Walk Out technology tracks customers as they shop, adding and removing items from their invisible virtual cart as they go.
Amazon Go is currently in beta at its Seattle location, with plans to open to the public in early 2017.