Trying, and failing, to sneak into Amazon’s Skynet take on grocery shopping
on
Get link
Facebook
X
Pinterest
Email
Other Apps
How does Amazon's "no clerks," camera-filled grocery store look from, er, the outside?
Sam Machkovech
SEATTLE—Amazon's foray into the world of
brick-and-mortar grocery shopping has been all but confirmed for nearly a
year thanks to leaks such as spotted permit applications. The rumor
became reality on Monday with the announcement of Amazon Go, an experiment in grocery shopping that removes the clerks.
This is not just another idle announcement,
either: the company's pilot store is now open for business.
It's attached to one of Amazon's headquarter buildings in Seattle's
South Lake Union neighborhood and is already stocked with food options
(and a giant staff of cooks and food preparers). There's just one
catch—only full-time "blue badge" Amazon staffers can get in right now.
Never one to take "no" for an answer, I
grabbed a camera and walked up to the front door with hopes that my
shining blue eyes would make up for my lack of a blue badge. That didn't
work out, but I did gather a few more details while receiving death
glares from staffers and security personnel.
Not for sale: puffy, orange jackets
Amazon Go is advertised as an app-specific
brick-and-mortar store, because it requires a smartphone app to enter
and exit. Shoppers are expected to load an Amazon Go-specific app and
then tap their device to a sensor on a turnstile. The turnstile I saw at
Amazon Go's first pilot store doesn't have a turning, mechanical gate;
people just walk into the shop once the turnstile's sensor lights up
green.
Instead of pre-loading a grocery list on an
app before visiting the shop or placing orders through an existing
service like Amazon Fresh, customers grab whatever products they want to
buy and toss them into a bag. I saw shoppers use their own personal
bags and Amazon's official, bright-orange bags to do this. There's no
clerk or checkout process. Shoppers walk past the same turnstile,
without pausing or waiting for a light or sound signal, and their
purchases are logged and charged to their account via the smartphone
app.
I tried to ask reps at the Amazon entrance—and
there were a bunch of them, some wearing puffy orange jackets and
others offering menacing looks while wearing plain clothes—about what
wireless communication interface is being used or whether multiple
people could walk through the turnstile simultaneously without messing
up the wireless handshake process. I was told to check the company's announcement website,
but it didn't answer any of my technical questions. One PR
representative actually walked up to me and specifically offered to
answer my questions, only to immediately refer me to this public-facing
website once I asked a few.
Lucky for me, I got a little more information
from an Amazon staffer down the block who I spied with an orange Amazon
bag. The purchase-tracking sounds pretty intense, from what little the
staffer told me. After saying that the store combines "machine learning
and deep learning," he admitted that "we use a combination of cameras
and sensors." So, you're being watched while you shop.
The 1,800 square-foot grocery space appears to
take up about a fourth of a city block, with giant, logo-covered
windows surrounding the exterior. Most of those windows look straight
into a kitchen facility, where I saw staffers prepare basic ingredients
and form oven-ready pastry servings. The only windows that currently
peer into the grocery shopping space itself don't reveal a ton of space,
so it's hard to tell how much of the shop is dedicated to items like
fresh produce, frozen foods, or other boxed and bagged items. All I
could see were plastic containers that contained single-serving,
custom-made foods; their contents were labeled by stickers on the
plastic containers, as opposed to with more prominent branding. (I could
also see a bunch of cheeky advertisements for cuisine suggestions, such
as, "Who knew bacon and kale could be friends?")
Amazon already owns and has permits
for another building in Seattle's Ballard neighborhood, and the public
has speculated that this will become an Amazon Go location, as well.
More information will surely trickle out before the company purportedly
opens the shops to the public in 2017. (That friendly staffer from
earlier said that it could happen as early as January.)
Comments
Post a Comment