Revolutionary Amazon Go store is line and checkout free

The pioneering store has opened its doors in Seattle, the original birthplace and headquarters of the internet retail giant, amid a flurry of excitement and fanfare as Seattle shoppers queued up outside to be among the first to enter the store on Monday (January 22).

Amazon Go weaves the most advanced machine learning, computer vision and Artificial Intelligence into the fabric of the Seattle store so shoppers never have to wait in line or pay at checkouts.

Customers swipe their smartphone with the Amazon Go app to enter the store and can then browse around the store without the need to use the phone again – simply pick up what they want from the shelves and fridges.

Anything picked up is automatically added to a shopper’s virtual cart and if you change your mind about wanting the product, simply put it back and the Amazon Go technology will update the virtual cart automatically.

All purchases are automatically billed to the customer’s credit card, can be put into a customer’s shopping bag and they are free to leave the store.

Customers are identified and tracked by hundreds of cameras and electronic sensors that are mounted to the ceiling and around the store.

“We used computer vision, deep-learning algorithms and sensor fusion much like you’d find in self-driving cars. We call it just walk out technology,” says Amazon.

“Once you’ve got everything you want, you can just go. When you leave, or just walk out technology adds up your virtual cart and charges your Amazon account. Your receipt is sent straight to the app and you can keep going.”

What is available in-store?
The 1,800 square feet of retail space is conveniently compact so busy customers can get in and out fast. It’s open from 7am-9pm, Monday through Friday.

It offers a range of ready-to-eat breakfast, lunch, dinner, and snack options made by in-house chefs and favorite local kitchens and bakeries.

There is also a selection of grocery essentials ranges from staples like bread and milk to artisan cheeses and locally made chocolates, as well as quick home-cooked dinner options like a chef-designed Amazon Meal Kit, which includes all the ingredients needed to make a meal for two in about 30 minutes.

A team of associates works in both the kitchen and the store to prepare ingredients, make the ready-to-eat food, stock shelves, help customers and make product recommendations.