Amazon has been attempting to revolutionize the grocery shopping experience for the past 17 years, but has yet to make a significant impact on the industry. GeekWire recently conducted an experiment at an Amazon Fresh grocery store in Seattle, testing three different shopping methods: the “Just Walk Out” cashierless technology, the Amazon Dash Cart, and the traditional checkout line. Surprisingly, the most efficient and seamless method was found to be the technology that Amazon is moving away from in these stores.
The “Just Walk Out” technology uses cameras and sensors to track items chosen by shoppers and automatically charges them as they leave the store. The Dash Cart, on the other hand, features built-in sensors and scanners for shoppers to register items as they place them in the cart. Both technologies were put to the test in the experiment, using the same 10-item shopping list including various grocery items and canned cocktails. Despite being more high-tech, the Dash Cart was found to be frustrating, inconsistent, and not as time-saving as expected.
When comparing the three methods, the “Just Walk Out” option proved to be the most efficient, followed by the traditional checkout line and then the Dash Cart. The experiment highlighted the challenges of using the high-tech shopping cart, particularly with scanning produce items and dealing with error messages. Despite the convenience of the Dash Cart’s proximity sensors and ability to access an Alexa shopping list, the overall experience was not optimal due to the learning curve and technical issues encountered.
Amazon’s decision to move away from the “Just Walk Out” technology in large-format grocery stores may be influenced by the extensive infrastructure and costs associated with implementing the cameras, sensors, and other tech equipment required for this system. The company has reportedly been making cutbacks in its Physical Stores Technology organization, including laying off employees in its identity and checkout teams within Amazon Web Services. However, Amazon remains committed to expanding its identity and checkout technologies in smaller stores and third-party locations based on customer feedback.
While the experiment highlighted the shortcomings of the Dash Cart and the traditional checkout line compared to the “Just Walk Out” technology, there are likely multiple factors influencing Amazon’s decision to shift away from this cashierless system in large-format grocery stores. The experience of shopping in an Amazon Fresh store with extensive tech infrastructure can feel overwhelming and experimental. Despite the challenges, the company continues to push the boundaries of customer experience through innovative checkout technologies.
