Amazon Go

Amazon stores with no lines or checkout 🛍

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#1 Product of the MonthDecember 2016

  • Jake Singer
    Jake SingerProduct@Amazon

    Super fast, decent to good quality, good prices. What else could you want?


    Quality control is generally good, but there is occasional inconsistency I have observed with certain products (e.g. fruit)

    I work in the same office building as Go, and love that I can pick something up in under 1 minute if I am running late to a meeting.

    Jake Singer has used this product for one year.
  • Pros: 

    People have no time and this product helps them to do shopping faster.


    Can the technology make mistakes?

    The vision is awesome. But. Can the technology make mistakes? Can it charges more or less than I got?

    Michele Spina has never used this product.
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Ryan Hoover
Ryan HooverPro@rrhoover · Founder, Product Hunt
Amazon closing out 2016 with a ton of announcements. Super interesting to see them expand to brick and mortar, a huge growth opportunity, and do it in a unique, tech-centric way.
Ari@ariaitch · CEO at Dijy
@rrhoover try shoplifting and a drone will take you to jail :)
Bear Silber
Bear Silber@bear_silber · Director of Growth, Selfycart
@rrhoover I love this product. It's exactly what we're working on at Selfycart but implementing it into existing stores. This will be the future of retail.
Matthew TW Huang
Matthew TW Huang@matthewtwhuang · Tech Lover, Engineer
@bear_silber @rrhoover While the self-check-out is awesome and probably the future of retail check-out. I think the main benefits of Amazon Go is much more. With the ability to just take and buy an item, without scanning ever, the friction of buying is greatly reduced (similar to one-click purchases). This will definitely increase what people buy, particularly families. Personally, I think the greatest advancement for Amazon Go will be tracking of the stores. Amazon could collect every moment of the store (like the casino in Oceans 13). They can get the reactions of customers for every product. They can see where the consumers eyes are going. Amazon could change the lighting to highlight/feature items for every individual. With Amazon's Kiva systems, they could even customize the shelves for particular times of the day without any effort from employees. Retail stores will have to "Grow or die" -Phil Knight I'm excited to see where retail stores will go.
Michael Tomko
Michael Tomko@michaeltomko · VP, Product Development @ Fizziology
@matthewtwhuang @bear_silber @rrhoover Super glad to hear that I'm not the only person who made any Oceans 13 references when talking about Amazon Go.
Emmanuel Lemor
Emmanuel Lemor@exlemor · Cust. Exp., Prod. Mgmt etc are my world.
@bear_silber - I just wanted to check out Selfycart's website - Can you please fix it so that it's not 100mg to have it come up before the site shows anything on it [36secs] ? even with a fast connection that's insane :/ [a full load is 164mg :/]
Nikhil Jois
Nikhil Jois@nikhiljoisr · Co-founder, Eventosaur
This is going to be more impactful than self-driving cars. I wonder when India will be ready for Amazon Go though.
Chris Messina
Chris Messina@chrismessina · Product designer & entrepreneur
@nikhiljoisr I disagree with that, bitty I'm curious your reasoning?
Nikhil Jois
Nikhil Jois@nikhiljoisr · Co-founder, Eventosaur
@chrismessina The number of people who buy groceries is much larger than the number of people who commute using cars. Also, the sheer scalability of using similar technology like this in other stores will impact several lives. Although, I was hasty in not mentioning a time frame I think. Self-driving cars may turn out to be more impactful given enough time but in the immediate future, I'd give Amazon Go the upper hand. P.S: Huge fan of your work at Uber. I'm a beta user and love the way your team works. :)
Andy O'Dower
Andy O'Dower@odower · Head of Product at Snapsheet
@chrismessina @nikhiljoisr VERY interested in the reasoning here as well. 100% disagree.
Nikhil Jois
Nikhil Jois@nikhiljoisr · Co-founder, Eventosaur
@odower The number of people who buy groceries is much larger than the number of people who commute using cars. Also, the sheer scalability of using similar technology like this in other stores will impact several lives. Although, I was hasty in not mentioning a time frame I think. Self-driving cars may turn out to be more impactful given enough time but in the immediate future, I'd give Amazon Go the upper hand.
Nick Hallam
Nick Hallam@nhallam · Product strategy and design
@nikhiljoisr I not actually sure that there are more people who shop for groceries than commute by car? But either way the impact is the important part. I think it's difficult to argue that a service that saves me a few mins per day at the grocery store will have a bigger impact on people than a service that will reduce the number of care on the road, reduce road fatalities and improve mental health by letting people rest and study etc. while driving! Love what Amazon have done here, don't agree it will have more impact than self driving cars.
Moritz Kobrna
Moritz Kobrna@neuling2k · Developer & Co-Founder @getbedtimestory
Haha no way … two days ago on the way home from shopping, I said to my girlfriend that our children will just walk out of the store and pay as they leave. I also gave a detailed explanation of how the technique could look like – its exactly what you see in the video 😱
Nick Abouzeid
Nick AbouzeidPro@nickabouzeid · Partner @ Shrug Capital
Can someone speak to the technical aspects of how this store works? I don't quite understand how "machine learning" would be used to figure out exactly which bottle of soda I grab. Are there cameras all over the store and/or are they tracking my phone through the store?
Michael@bikebodenberger · Project Lead, A&G Labs
@nickabouzeid From looking at the video and website, it seems like they're using a combination of cameras and sensors to understand who you are and which product you're selecting, respectively. They don't mention bluetooth or other wireless tracking tech for the user, so my understanding is that cameras "watch" you as you navigate around the store. Simultaneously, computer vision places you at precise points in the store. The "sensor fusion" is probably integrated into each shelf, which identifies the product you select. The name suggests that it might not be a single type of sensor, but perhaps a series of sensors. I'd like to think they could be motion and RFID sensors like those used by shipping/logistics companies (which is essentially Amazon's core business). Machine learning ties it all together (where you are, what products you've selected, and what account to charge). These are all just assumptions based on the website and video. Would love to hear what other folks think.
Noah Kim
Noah Kim@wuss · Product Design @ FB
@bikebodenberger @nickabouzeid That's my assumption as well, but since it uses cameras, how would it handle a really busy store with a bunch of people all exactly 5' 10" tall? I'm assuming it could potentially fall back to it's other inputs, but the complexity of doing what it's doing would seem like it needs every piece of the triangulation to make an accurate charge. Maybe the cameras are embedded in the shelves themselves (vs maybe in the ceilings) and it uses some sort of pattern/face recognition to identify you. There has to be some fringe cases where it could break though. Ex. when you're sitting there thinking about what to get, and you're in someone's way so they kind of duck underneath you and reach in front of you to get what they need. Or what if you get cold while you're shopping, and put a jacket and hat on? My gut says this could be hacked by people pretty easily and they seem to be trusting the tech a lot, but then again, we have cars driving around by themselves, so maybe it all works?
Michael@bikebodenberger · Project Lead, A&G Labs
@wuss @nickabouzeid Maybe I'm way off, but I'm thinkin' the cameras use facial recognition as an identifier. If they aren't using something like bluetooth, then there needs to be a unique identifier to tie you to your app. The baseline photos could be uploaded during app onboarding or maybe there's even a facial scan feature. And the more you use the store, the more data (images of you) Amazon feeds back into their neural net. Which is where the machine learning comes in. The store is learning more about you each time you use it, painting a clearer picture of you and your buying behavior.
Ethan Kravitz
Ethan Kravitz@ethosventures · Engineer, CTO, Investor, Crypto Junky
@bikebodenberger @wuss @nickabouzeid They are absolutely using bluetooth, as well as wifi, and other RFID-based technologies. They just called it "Sensor Fusion" to keep it simple or maybe it sounds better with their focus groups. They are going to use as much data as possible to match your location in the store with the sensor of the the item that was removed from the shelf (just like the mini-bar in a hotel). So this is your phone's location combined with computer vision to recognize your face and body. The machine learning is just to get smarter about handling different behaviors and corner cases as they get more training data.
Kyle Dumovic
Kyle Dumovic@kdumovic · UX Designer at
@nickabouzeid I feel like they're embellishing the 'computer vision' aspect of this. I wouldn't be surprised if all they're doing is scanning RFID tags on all your items with the turnstile looking things at the store's entrance when you walk out. That said, such a system wouldn't allow you to peruse your cart or view your subtotal while still shopping -- so perhaps that's not how they're doing it and they are in fact using cameras and facial recognition -- but doesn't that seem over-the-top for something that RFID scanners (or equivalent tech) should be able to do easily?
Chris Messina
Chris Messina@chrismessina · Product designer & entrepreneur
Apple has been doing a variation of this (self checkout on your own phone) for a couple years now, but this takes it to a whole different level!
Gavin Donovan
Gavin Donovan@gavindonovan · Digital at McAfee
@chrismessina what I can’t tell is…. Do you use the Amazon Go app to scan each item and then leave (aka you are the check out) or do you just grab and item and leave and it does everything for you automatically?
Derek Scruggs
Derek Scruggs@derekscruggs1
@gavindonovan @chrismessina I bet the early versions are a hybrid. There's still a checkout scanner of some sort, but it pairs with your phone.