Amazon targets suburbs with larger Go format


Amazon has unveiled a new commuter format for its cashier-less Amazon Go convenience stores, with the first two locations expected to open in the coming months.

Plans include opening a 6,150 square foot Amazon Go in Mill Creek, Wash., followed by another new concept Go store in metropolitan Los Angeles, Amazon announced Tuesday. The Seattle-based online retail giant did not provide details on the next location in the Los Angeles area.

Located at 13209 39th Ave. SE, Suite 101, in Mill Creek, the first new Amazon Go format will have approximately 3,240 square feet of front-of-store retail space. The total size of over 6,000 square feet makes the new concept much larger than the current 22 Amazon Go stores, which range from 1,200 to 2,700 square feet. Existing locations — in Chicago, New York, San Francisco and Seattle — also focus on high-traffic spaces in urban markets.

“Amazon Go is expanding its store portfolio to include a new store format to serve customers in suburban areas closer to home,” Amazon said in a statement announcing the new Go concept. fast and convenient shopping experience to purchase food, snacks and drinks on the go, as well as some everyday essentials. Customers will also have the option of choosing from a full selection of beers and wines, including local favourites.


The new suburban Amazon Go format (rendered above) is significantly larger than current Go outlets, which range from 1,200 to 2,700 square feet and are located in urban markets.

Like current Amazon Go outlets, Mill Creek and LA stores will feature Amazon’s “Just Walk Out” technology, which allows customers to skip waiting at checkout.

The system uses aerial computer vision cameras, weight sensors and deep learning technology to detect goods that shoppers take from or return to shelves and track selected items in a virtual shopping cart. At the store’s entrance doors, customers are encouraged to select Just Walk Out purchases or use traditional payment channels. Those who choose Just Walk Out enter the store by scanning the QR code in the Amazon mobile app, scanning their palm on the Amazon One palm signature device, or inserting a credit/debit card linked to their Amazon account . When shoppers leave the store, using the same method of entry, Just Walk Out automatically charges their Amazon account for the items they pick up, then sends a receipt to the app.

“The store will offer the same Just Walk Out Shopping experience that customers enjoy at our other Amazon Go stores. When you’re done shopping, you’re good to go. No lines, no checkout,” Amazon said.

Without providing details, Amazon said new product offerings will also debut in Go stores in the new format when they launch.

Amazon has steadily expanded its physical footprint in food and grocery stores carrying its banner. In addition to Amazon Go locations, the company has 23 large Amazon Fresh grocery stores, most recently opening of a 40,000 square foot store in La Habra, California. Amazon said it has confirmed the opening of new Amazon Fresh stores in California, Illinois, New Jersey, Virginia and Washington.

The La Habra site also became the sixth Amazon Fresh with Just Walk Out Technology. Amazon Fresh stores also offer the multifunction Amazon Dashboard Cart smart shopping cart – which allows users to find items, track purchases and skip the checkout queue – as well as Aplenty, a new line of own-brand food.

Earlier this month, Amazon Fresh debuted on the dunnhumby Retailer Preference Index (RPI), ranking 5th among U.S. food retailers on the 2022 list.

Overall, Amazon has more than 600 brick-and-mortar stores in the United States, of which more than 500 are Whole Foods Market grocery stores. Besides Amazon Go and Amazon Fresh, other physical store banners include Amazon Books, Amazon 4-Star and Amazon Pop Up. Last week, Amazon introduced Amazon Style, a new concept clothing store set to open later this year at The Americana at Brand, a retail, dining, entertainment and residential development in Glendale, California.


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