Amazon.com Inc. opened in the Capitol Hill neighborhood of Seattle the first branch of Go Grocery, a major version of its Go cashless convenience store that offers baked goods, meat, farm products, and household items.
The company is betting on capturing a greater part of the grocery market in the United States, estimated at 800 billion dollars, through an easy payment experience.
The new Go Grocery supermarket offers around 5,000 items, while a typical Go store offers 500 to 700 items, said Cameron Janes, Go project supervisor. Go Grocery uses cameras and sensors to track people and write down what they took from the shelf, just like the 25 existing Amazon Go convenience stores located in Seattle, Chicago, San Francisco, and New York. Customers are charged when they leave the establishment. But unlike the first stores, Go Grocery uses newer versions of the system that can identify products without packagings, such as apple, cabbage, or pineapple units. This facilitates storage and reduces costs in an industry with well-adjusted margins.
Amazon rented the commercial space in which Go Grocery is located in Seattle several years ago with the intention of using it for the first Go store. The company's goal with this project is to revolutionize the physical retail trade by developing the concept of supermarkets without cashiers.