Amazon Wants to Make Shopping Feel More Like Stealing

What would shopping look like, if you could walk into a story, take what you like, and just go? asks a reassuring, friendly man's voice at the beginning of Amazon's latest commercial for its new AmazonGo program. Well, it would feel a whole lot like being a damn thief, if you ask us, because that's what thieves do: they walk into stores and take stuff without paying for it.

While AmazonGo asks you to pretend to be a thief, it still makes you pay. Which is like getting that thieving adrenaline rush, but still being a good person at the same time. But also it means that you still have to pay.

What if we could weave the most advanced machine learning, computer vision, and AI into the very fabric of the store so you never have to wait in line Amazon inquires, leaving us with mouths agape and minds a-blown, because if you've ever been to a Whole Foods or a Trader Joe's, then you know that lines are getting longer and crazier with each passing day.

As the fashion world struggles to stay relevant in a world where purchase transactions are increasingly made online, this is how Amazon envisions the store of the future, a place with no lines, no checkout, no registers even. Essentially, they're building an app that allows you into Amazon-branded stores and tallies what you pick up using fancy things like deep learning algorithms and sensor fusion and charges you when you leave the store, thereby eliminating any human interaction, so you can literally go shopping and not deal at all with another human being — a blessing!

While this is currently only set up for grocery store situations — the first pilot location is going to open early next year in Seattle — Amazon has a lot of data and a lot of vision, and this could be just the tip of the iceberg, should this perform well. Who knows what the future will hold, but one thing's for certain, you won't have to wait in line.

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