When the Amazon Go concept first opened, analysts rushed to weigh in on whether or not such a concept could expand, and whether it was actually “the future of retail.” There were certainly challenges for the new model, including some technical problems that delayed the store opening. Concerns also emerged about how steep the consumer learning curve would be with its “just walk out” shopping experience. The idea of literally grabbing and leaving felt uncomfortable to some shoppers accustomed to finalizing the deal formally via a checkout channel. NPD’s Darren Seifer described it as an “odd feeling that I was doing something wrong.”
