Amazon Go, official page
AmazonGo – the automated innovative store opened in early 2017 in Seattle – generated a lot of hype too soon. The beta version failed, because the mobile application could not handle more than 20 clients at the same time. For now, it seems, grocery stores need a “human factor” to be fully functioning.
What was Amazon Go, what were its purposes and value points?
What about the pain points?
One main pain point was of course the technological flaw, that eventually caused the failure of the beta version. Without going into technical details, this means that we will have to wait a while before the “just walk out technology” becomes the new normal.
But do we want it to be the new normal? One major problem is the absolute lack of human contact in the AmazonGo concept. As Forbes pointed out, do we really wish that our weekly shopping happens at a giant, anonymous vending machine? This does not seem like a win, and it’s definitely something that competitors (and Amazon itself) should reflect on.
Another big concern is the one about digital privacy and data storage. It’s not only an issue regarding this particular store or this particular technology mix. But in this case the consumers will be leaving their digital footprints all along a whole new area of their lives, the grocery shopping at the mall down the road. As the customer awareness and sensitivity about digital privacy arises, the “Just walk out technology” may experience a backfire.
A Second Opinion
Wired’s point of view
Amazon’s Strategy seen by PWC
WSJ on why Amazon Go is a no Go
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