Amazon is no stranger to headlines. Just a few weeks ago, the e-commerce giant confirmed Whole Foods Jersey City. Earlier this week, it announced its 1-day shipping initiative. Now the Seattle-based e-tailer has opened its first Amazon Go store across the Hudson at Brookfield Place (near the WTC PATH station).
As I’m a big tech dork, I hopped on the PATH train to check out Amazon’s cashier-less grab-and-go store. Here’s what you can expect.
Say Hi to Big Brother
Amazon Go is located on the second floor at Brookfield Place. (Above Tory Burch and next to Oliver Peoples). To enter the 1,300 square foot market, you’ll need to install the Amazon Go app (iOS/Android) on your phone. For the record, this is the fifth Amazon app I’ve installed on my phone. (I currently have the Amazon app, Alexa app, Whole Foods app, and Prime Now app).
Once installed, sign into your Amazon account and you can then scan your phone/app at a turnstile to enter the store. From that moment on, Amazon’s scanners and sensors will track your every move throughout the store. Remember, there are no cashiers, so the sensors know when you pick an item up and when you put it back down.
Amazon says it doesn’t record your face, but the company doesn’t have the best record when it comes to privacy. So just be aware that Amazon is watching.
Sandwiches, Sushi, and Breakfast
The majority of the prepared food at Amazon Go consists of sandwiches, wraps, sushi, and snacks. To be honest, it’s stuff you might’ve already seen at a Whole Foods. (Though it feels like Amazon Go has a much larger sandwich selection than any Whole Foods I’ve been to).
As for the shopping experience itself, it’s….weird. If you pick something up, it’s added to your “digital cart,” which you can’t view from your phone. (I’d personally love it if you could in the future). If you place an item back, it’s taken off your digital cart. When you’re done shopping, just walk out with your purchase(s) and Amazon will charge the card associated with your Amazon account.
I picked up numerous items, walked around with them, and then returned them to their spot. In the end, I only bought a roast beef sandwich. Walking out with it in my hand felt weird, so I grabbed a “free” Amazon Go tote to hold my sandwich. That felt weirder because now it felt like I was “walking out” with two items and not paying. But lo and behold — I exited the same turnstile and no alarms went off. I asked a member of the Amazon Go staff if I’d be billed immediately and she said it would take a few minutes for Amazon to show my receipt.
So the paranoid part of me thought — what if I was charged twice? Or what if the “free” Amazon tote costs $20 and I didn’t notice. Five very long minutes later, I received my receipt. I was charged $7.99 for a 10.19-ounce roast beef sandwich. The transaction was as smooth as possible. (If you have an Apple Watch, your receipt can be sent to your watch).
No Prime Member Perks or Deals
Prime members who shop at Whole Foods get different perks and exclusive discounts. You get squat at Amazon Go. In fact, many of the items sold at Amazon Go are slightly cheaper if you by them at Whole Foods. (For the record, there’s a Whole Foods on Greenwich roughly two blocks away from Amazon Go Brookfield Place).
A basket of Dricoll strawberries, for example, costs $3.49 at Amazon Go Brookfield Place. At a nearby Whole Foods, that same basket costs $2.99 via a Prime discount. That leads me to one of my gripes about Amazon Go. Prime members don’t get Prime discounts/perks when shopping at Amazon Go. (This may change in the future).
I’d also love to see a real-time version of my virtual shopping cart in the Amazon Go app. I’m sure Amazon’s technology is thoroughly tested, but I’d hate to find out 5 minutes later that I was mistakenly charged for something I didn’t buy.
Food items also felt pricey for what you get. (The roast beef sandwich was ok. They’ve got nothing on Darke Pines).
Overall, it’s an interesting concept. No lines, no cashiers, and no waiting sounds like a dream come true. On the other hand, Amazon Go is also a prime example of how technology will continue to replace human labor.
Amazon Go Brookfield Place is open seven days a week from 6am to 8pm on weekdays and from 7am to 8pm on weekends.
