Amazon shirks clicks for bricks!

The ecommerce giant launched a beta version of its ‘check-out free’ shopping experience Amazon Go. Instead of checkout lines and cashiers, customers pick up what they want and simply walk out the door with their Amazon Go app tallying the bill and debiting their Amazon account.

Our take

It’s hard to argue Amazon doesn’t know a good thing, with $1 in every $2 US ecommerce dollars spent on the platform. The brand was built answering unmet consumer need for reliable and efficient online purchases and GO signifies a turning point in the offline business model, and puts their brand and mobile at the core of our purchasing lives. With diversified offerings through Prime (it’s Netflix offering) and Fresh (supermarkets), both due in 2017, we suspect there are some nervous businesses watching Amazon closely.

Manoj Rege

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