GroundBreakers of Brick-and-Mortar: Cashierless Shopping at Amazon Go

Nicole Genchur
Director of Marketing Research & Insights, GroundTruth

What are they doing?

Amazon is expanding beyond their online presence and has opened up several Amazon Go stores in various cities including, Seattle, Chicago, San Francisco, and New York. Put simply, Amazon Go is a convenience store with no checkout required. Bloomberg News reported Amazon was considering plans to open as many as 3,000 Amazon Go locations across the United States by 2021.

How does it work?

With technology such as computer vision, sensor fusion and deep learning, Amazon Go’s stores allow shoppers to simply use the Amazon Go app to enter the store, take the products they want and leave the store without ever waiting in line to check out. The GroundTruth Marketing team took a trip to their newest location in Manhattan to see what all the hype is about. We were amazed at how simple the buying process is and also pleasantly surprised at how many products were for sale from (smaller) local businesses. For our NY readers, think Dominique Ansel Bakery and Ess-a-bagel goodies. We all grabbed a quick snack, walked out of the store without checking out and received the receipt about a few hours later. Easy as pie!