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The Grocer: Inside Amazon's Go store in New York

Recently I had the chance to visit the Amazon Go Brookfield Place store in downtown New York. I knew in advance I wouldn’t be able to enter without scanning an Amazon Go app code, so I downloaded the app from a link I’d been sent. All in all, the registration process took about seven minutes – not too bad in a shopping centre, but I could imagine it would be a hell of a faff outside, in the rain.

Seize Digital
Author: Tim Mason
 
Recently I had the chance to visit the Amazon Go Brookfield Place store in downtown New York. I knew in advance I wouldn’t be able to enter without scanning an Amazon Go app code, so I downloaded the app from a link I’d been sent.
 
All in all, the registration process took about seven minutes – not too bad in a shopping centre, but I could imagine it would be a hell of a faff outside, in the rain.
 
From then on, however, as a technological experiment, it was completely faff-free. I observed people doing stuff on their phones, walking in, grabbing two items and walking out, without breaking concentration or step.
 
Read the rest of Tim's article in The Grocer here in which he rates Amazon on their Go store in New York City, discussing the areas in which they are winning as well as those that need improvement.