Amazon GO

My life suddenly feels needlessly more difficult with the realisation that I will most likely not live right next door to an Amazon Go store anytime soon. I honestly don’t know how I will go on. But I must. After all Uber eventually made it to my doorstep and so to will the convenience of Amazon Go. Eventually.

Amazon Go is a new kind of store with no checkout required. We created the world’s most advanced shopping technology so you never have to wait in line. With our Just Walk Out Shopping experience, simply use the Amazon Go app to enter the store, take the products you want, and go! No lines, no checkout. (No, seriously.)

Dramatisation aside, I’m genuinely excited and incredibly bullish about Amazon as a company in general. As hardware and devices become indistinguishable, it is clear that the next frontier is about User Experience and more specifically, reducing user friction. Reducing friction is and always has been the best way to increase happiness. Amazon has understood this for a very long time.

Taking Uber as an apt example, their success is largely attributable to their user’s perception that the entire process is easier and more enjoyable than using a regular taxi. And why wouldn’t they feel that way? Whenever I need to go anywhere, I can simply “summon” a vehicle from my watch or phone. Depending on how light my wallet feels, I can choose a cheap ride-share or a luxurious personal chauffeur experience. My vehicle shows up in under 10 minutes, takes me to where I want to go and I simply step out of the car. I don’t need to worry about cash, tipping or finding a car for the return journey. I can share my live location and journey with anybody I chose, summon a car for anybody I like and can even create user profiles for my family, all tied to one credit card. And this year, for Christmas, Uber will even deliver me a tree. All I have to do is touch a button to ask.

Frictionless services like Uber make me reconsider the need for owning a car (and the incomprehensibly high expense and inconveniences associated with it). And Amazon Go makes me question the unbearable injustice of having to follow the rules and protocols of my current supermarket when most of the time, all I really want to do is walk-in, pick something up and just walk out.