Amazon Go – welcome to 21st century shopping


Amazon has created a bricks and mortar store. But with a 21st century twist, naturally. Thanks to Amazon Go Stores there will be no queues, no check outs, and presumably no 5p for a bag (how you get your shopping home is quite another matter). This latest development rankly isn't surprising. After all, we're a few test crashes away from the first commercial Amazon drones delivering our groceries to our door. 

Whilst scan and shop has been around a while, this takes it to the next level. The same way the iPhone did from the iPod – it’s a natural next step in the evolution. Amazon Go relies on the connectivity from shelf to our personal Amazon account. It's really rather clever – although there is a sense of a deja vu in its intent to create a new way for us to spend more money with Amazon. Just like the damn 'other people bought' nudge technique that gets us every time – we’re creatures of habit, after all. But, it's so simple (and clever) that on first view, it seems to fit an obvious, modern age need – the need for speed. 

What is surprising, perhaps, is that people aren’t worried about what this means for their data. Attitudes have changed in recent years, with tech companies like Google, Facebook and Amazon having to convince users they aren’t just selling all their juicy secrets for profit. The big question is: do you trust Amazon to keep schtum about every item on your weekly shopping list? Perhaps this is a generational thing, perhaps it's simply an educational thing. What’s clear, though, is that with the likes of Amazon changing how we shop, Air BnB changing how we holiday and Uber changing how we travel, things are moving faster than ever. And for the old guard, it's scary. For us... well, as long as we can place our trust in them, it's exciting. 

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