5 Things to Know About Amazon Go, the Company's Fully Automated Convenience Store
In Seattle, Amazon’s latest retail experiment is offering a whole new way to buy groceries. Launched on January 22, Amazon Go is a convenience store that requires no checkout whatsoever. It’s equipped with technology that can track which items you pick up—basic food items, pre-made meals and meal kits, booze, etc.—and automatically charge you through an app on your phone. You can be sure that if this pilot store is successful, you’ll see more Amazon Go stores roll out in other cities, too. Here are five things we know about the experience, according to The New York Times’s account of visiting.
1. YOU CAN’T GET IN WITHOUT THE APP.
The store doesn’t have a typical entrance. Instead of entering an open shopping space, visitors first have to pass through automatic gates that resemble the ones that you have to pass through to get into a subway station. To enter, you need to open up the Amazon Go app on your phone and scan your unique code. Once you’re in the store, Amazon’s AI will track the items you pick up and add them to your virtual cart, charging you for them when you leave.
2. YOU WON’T FIND ANY SHOPPING CARTS—OR LINES.
Because there’s no checkout, you don’t need a cart. Instead, you put your items into whatever bag you plan to carry them out in. Since the store is a convenience store, not a full supermarket (1800 square feet compared to the usual 42,000 or so of a grocery store), you probably won’t have so many purchases that you’d need a cart, anyway. And the lack of a checkout process means that you don’t have to wait in line to leave, either. All your purchases are being tracked in the app, so you just have to walk out the door. Amazon will send you an electronic receipt a few minutes after you leave.
3. HUNDREDS OF SMALL CAMERAS ARE ALWAYS WATCHING YOU.
Amazon is staying tight-lipped on how exactly the technology that it uses to track purchases works, but it involves sensors and hundreds of small cameras that can see everything happening in the store. “Amazon’s technology can see and identify every item in the store, without attaching a special chip to every can of soup and bag of trail mix,” according to the Times. The machine learning and computer vision it has developed can tell not just if you’ve picked an item off the shelf, but if you’ve put the item back and decided to purchase something else.
4. YOU MIGHT FEEL LIKE YOU’RE SHOPLIFTING.
There are very few retail experiences that allow you to simply pick up an item and walk out the door without handing anyone cash or a credit card, so making purchases at Amazon Go is likely to feel super weird for most of us. As you slip items into your bag and leave, you may feel like you’re shoplifting, the Times’s Nick Wingfield notes. But that doesn’t mean that you could get away with stealing something if you wanted to. Wingfield tried to trick the cameras by covering up a pack of soda before he took it off the shelf, but the cameras still managed to notice his purchase and charge him for it. A reporter for Ars Technica also tried to fool Amazon’s technology by picking multiple items up and putting them back in different places, but was unable to trip up the app’s shopping cart.
5. YOU’LL STILL SEE EMPLOYEES.
You may not need help checking out, but you may still need to interact with a human. If you want to buy alcohol, an employee waiting in the beer and wine section must check your ID before you can take that six-pack off the shelf. There are also various Amazon employees wandering around to help sort out technical issues and restock shelves, as well as chefs that you can watch prep meals in the kitchen.
But overall, you can easily get through an entire shopping trip without ever speaking to another human—or waiting in line.
[h/t The New York Times]