Amazon Go Grocery: this is the future of shopping, whether we like it or not

Amazon has unveiled its Amazon Go Grocery in Seattle, expanding the initial concept of a store without tills, evolving from a simple convenience store selling a few products to a practically complete supermarket with sections of various types, including fresh products.

This is the next phase of Amazon’s “Just walk out” technology and its application to more complex shopping contexts, ridiculing the skeptics’ lightweight arguments against it. The value proposition here is clear: as you take the items off the shelves, you place them in your trolley in the same bags you will use to take them home. Go in, take what you want, and walk out the door, without standing in line. It couldn’t be simpler.

What’s more, the lower costs involved mean Amazon can offer its customers better prices than its rivals. But what Amazon really wants to do is to offer its customers a better experience, one that requires taking full advantage of the new technological environment. The complaints of the United Food and Commercial Workers International Union (UFCW), which has criticized the company for jeopardizing millions of quality jobs and has threatened to make this a campaign issue in the November 2020 elections, ignore the fact that Amazon is actually the company that has created the most jobs in the United…