It is hard to imagine a more seamless way to make a purchase than at an Amazon GO. Customers enter the store by scanning an app on their smartphone. The aisles are stocked to the brim with items, and workers are on hand to answer questions and resolve issues. Unlike other retail stores, the concept is not limited to food. If massively expanded and adopted by competitors, the concept could revolutionize the economics of retailing.
It is also important to note that Amazon has not shared any biometric information with law enforcement. Instead, they have been gathering this data for their own use. This technology is not only aimed at retailers, but also at government agencies, and could help them catch criminals. The company has a history of licensing business models, but it continues to collect data for its own use. For example, it has used its "Just Walk Out" service to charge retailers for their biometric data.
While Amazon Go is not a direct competitor of the big food retailers, it has generated high interest among Americans and could become a rival for their food retail dollar. According to Piplsay, a consumer opinion survey firm, 60% of Americans would like to see an Amazon Go store in their neighborhood. The concept is seen as a threat to traditional big food retailers, even though only about a third of those surveyed have actually visited an Amazon GO location. However, despite the lack of public knowledge and hype, the vast majority of respondents believe that the checkout-free format will be successful.