Since the first Amazon Go store opened in Seattle in 2018, the company has expanded its physical retail presence with the launch of Amazon Go stores. It was a hit with customers who loved the idea of shopping without checkout lines. Amazon Go stores use a combination of cameras, sensors, and machine learning algorithms to track items as customers pick them up, and then automatically charge the customer’s Amazon account when they leave the store. This technology, known as “Just Walk Out,” promised to revolutionize the retail industry by eliminating the need for checkout lines and cashiers.

However, in a surprising move, Amazon recently announced that it will be closing all of its Amazon Go stores, signalling a shift in the company’s retail strategy. Despite the initial success of the Amazon Go stores, the company has decided to close them down. There are several reasons behind this decision, including:

High Operating Costs:

Amazon Go stores require a significant amount of technology to operate, including cameras, sensors, and machine learning algorithms. The cost of this technology, as well as the ongoing maintenance and updates, can be prohibitively expensive.

Limited Selection:

Amazon Go stores are relatively small, with limited shelf space. This means that they can only offer a limited selection of products, which may not be enough to attract customers on a regular basis.


The retail industry is highly competitive, and Amazon Go stores face stiff competition from established retailers like Walmart, Target, and Kroger. These retailers have also started experimenting with similar technology, which means that Amazon Go stores no longer have a unique selling point.

Consumer Behaviour:

While the idea of shopping without checkout lines may have seemed revolutionary at first, many customers still prefer the traditional shopping experience. For example, some customers enjoy interacting with cashiers and other staff members, and may feel uncomfortable with the idea of being constantly monitored by cameras and sensors.

In addition to these factors, there are also some logistical challenges associated with operating Amazon Go stores. For example, the stores require a significant amount of space, which can be difficult to find in densely populated urban areas. Additionally, the technology used in the stores is not perfect, and there have been instances where customers were charged for items they did not purchase, or where the system failed to detect items that were picked up.

Despite these challenges, Amazon is not abandoning its physical retail strategy entirely. The company recently announced plans to open several new grocery stores under a new brand name, which will offer a wider range of products and a more traditional shopping experience. These stores will still incorporate some of the technology used in the Amazon Go stores, but will also have staff members on hand to assist customers.

In conclusion, the closure of the Amazon Go stores is a reminder that even the most innovative retail concepts can struggle to succeed in a competitive market. While the “Just Walk Out” technology may have seemed like the future of retail just a few years ago, it has proven to be expensive to operate and difficult to scale. Amazon’s decision to pivot to a new retail strategy may ultimately be the right one, but only time will tell if the company can succeed in a crowded marketplace.

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