You can gain entry only by swiping your smartphone app. And no money or credit cards are ever exchanged inside. You just pick up the items you want, throw them in an optional bag, and then walk out the door.
Amazon knows what you just bought, because it has dozens and dozens of cameras and sensors around the store, tracking your every move.
It's a trade-off one has to make – the joy of a hassle-free retail experience that makes one feel almost like you're shoplifting, weighed against being the most tracked shopper in history.
Clearly, consumers don't mind being watched. This was another huge week for the e-tailer, in which it reportedly looked to expand the Go concept from the three stores in Seattle and 1 in Chicago to 3,000 nationally.
And if you think we're being watched in the store, just wait until Amazon's new product line,announced Thursday, enters our homes in the coming months. In case you didn’t get the memo this week, Alexa has heard you loud and clear. It just wants to listen to you more. And often.
The Echo connected speaker has been a surprise hit, a basic kitchen radio that plays music, reports the weather and news and sometimes operates our home automation systems by having its built-in microphones ready to pounce. All you have to do is say "Alexa" to wake it up, and Amazon records your interactions with the personal assistant.
(Amazon says it records and archives our Alexa Interactions, "to provide, personalize, and improve our services.")