Amazon Go Pyschology

Still getting used to walking into a store without a cashier, picking up items, and simply walking out. In a lot of ways it still feels like I’m stealing, but the concept is growing on me. In fact, there is a different impression today as I stopped by the Banana fruit stand first which provided a free banana and then went into Amazon Go to pick up a drink and a dessert.

The experience felt as though I had gotten the items for free or at least simply didn’t need to worry about the price at all as there was absolutely no physical action needed on my part besides take the items in order to close the sale. The entire process of going through a checkout line, greeting a cashier, finding my wallet, and having the items priced before me is completely bypassed. All of which remind he user that they are buying things and need to pay for them.

Reducing friction for the entire commerce experience is very powerful and lends itself to consuming more or making easier access the norm. I had a choice today whether to stop by some local food stands or go into Amazon Go. After looking at lines for the food stands, I headed over to Go.

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