What people really think of the new Amazon Go grocery store

From standing in long queues to walking out without actually being billed, customers saw it all. Here's what customers think about the new Amazon Go.

What people really think of the new Amazon Go grocery store
Screen grab from Amazon Go ad. Image Source: Amazon/ Youtube
By ZeeBiz WebTeam
Updated: Tue, Jan 23, 2018
10:12 am
Mumbai, ZeeBiz WebDesk
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When US-based e-commerce major, Amazon, announced a new kind of store that lets people simply walk out without paying for the product a lot of curiosity spiked. Amazon Go opened its doors to its Seattle, US customers on Monday who could walk out with groceries, ready-to-eat breakfast and even chocolates.

The store opened to Amazon staff a year ago but only now to the public.

The idea behind Amazon Go were to prevent long lines at the check-out counter. The concept was similar to shopping online.

“We asked ourselves: what if we could create a shopping experience with no lines and no checkout? Could we push the boundaries of computer vision and machine learning to create a store where customers could simply take what they want and go? Our answer to those questions is Amazon Go and Just Walk Out Shopping,” Amazon said.

Amazon Go bills customers via their Amazon accounts which is provided with the help of the Amazon Go app.

“When you arrive, use the app to enter the store, then feel free to put your phone away—you don’t need it to shop. Then just browse and shop like you would at any other store. Once you’re done shopping, you’re on your way! No lines, no checkout,” the company said.

However the scene on the ground was quite different on opening day.

From standing in long queues to walking out without actually being billed, customers saw it all.

Critics note that shopping at the store requires a smart phone, a credit card or electronic payment system linked to an Amazon account, and that the shop carries items mostly aimed at a wealthy clientele who can afford to choose organic and locally-sourced items.

A report by CNBC revealed that their team walked out accounting for one Siggi's yogurt cup. 

"First and foremost, enjoy the yogurt on us. It happens so rarely that we didn't even bother building in a feature for customers to tell us it happened. So thanks for being honest and telling us. I've been doing this a year and I have yet to get an error. So we've tried to make it super easy on the rare occasion that does happen either to remove it or enjoy breakfast on us," VP of Amazon Go Gianna Puerini.

“While intrigued by the concept, American consumers have yet to be convinced that Amazon Go will actually make things easier for customers. As our chart, based on YouGov data, illustrates, the majority of U.S. adults trust Amazon’s technology and would be willing to try it out. However, they are not ready to pay a premium for a checkout-free shopping experience, afraid that it might actually create more problems than it will solve,” a report by Statista revealed.

Infographic: What Consumers Think About Amazon Go | Statista You will find more statistics at Statista

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