Customers hesitate when passing through the turnstiles at Seattle’s new Amazon Go store, as if they’re about to be transported into another dimension. They hesitate even more when leaving.
One can hardly blame them. In what’s being billed as a fully automated, cashier-free shop, Amazon hopes to create the most convenient of convenience stores, a place for anyone who wants to feel like they’re shoplifting, but without all that law-breaking nonsense. The concept seems inherently designed for lunch-goers looking for something with a little more variety and cultural cache than the office cafeteria, minus the minutiae of debit transactions and customization. Those are precious seconds that could be spent taking a selfie at Amazon Go.
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