September 20, 2018
Amazon’s quest to bring the frictionless online shopping experience to the physical world reached another milestone this week. The company’s first Amazon Go store located outside of its home city of Seattle opened in Chicago’s famed Loop district on Monday. The store is one of six planned locations in an expansion that will see Amazon Go expand beyond several Seattle spots to San Francisco, Los Angeles and New York City.
While consumers still cite security as one of their main concerns for using frictionless apps like Uber, voice ordering through digital home assistants and the just-walk-out technology behind Amazon Go, experts expect those channels to flourish as millennials age and an even more tech-savvy generation nears adulthood.
The e-commerce juggernaut has continued to test and improve its concept that combines a network of cameras and sensors—like those that enable self-driving cars—with smart shelving that can identify what items have been chosen. The information is sent to a mobile app that is linked to a user’s Amazon account, which identifies their device as they enter the store and charges purchases when the device leaves the store.
After extensive testing with Amazon employees at its initial Seattle location for more than a year, Amazon opened the first store to the public in January of 2018.