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Amazon has opened its first suburban Amazon Go store, in Mill Creek, Washington, featuring Just Walk Out checkout-free technology.

It describes the store as offering "an expanded selection of grab-and-go food and beverage items, including a broader range of beer and wine, and everyday essentials. It also features a new Made-to-Order kitchen, which offers nearly 30 freshly prepared breakfast and lunch items for customers to choose from or customize. Additionally, this store offers a selection of new specialty beverages and self-serve Pinkberry Fro-yo with a variety of toppings, which is the first time Pinkberry is available in Washington State."

Amazon opens the new 6,150 square foot store, which has a 3,250 square foot sales floor, at the same time as it also has begun using the checkout-free technology in Whole Foods stores - one in Washington, DC, and one in Sherman Oaks, California.  

GeekWire notes that the company says it "is committed to urban and suburban Go locations going forward. A new Go just opened in New York City last week, and a second suburban location will open in Los Angeles later this year," and describes this opening as "ushering in a new era for the high-tech, physical convenience stores."

KC's View:

It would appear that Amazon may be getting more focused in its bricks-and-mortar approach, testing out the checkout free technology in various kinds of stores as a way of seeing what works and what will be accepted by different consumers in a range of circumstances.

But there's also another possibility - that these are showcases that Amazon is using to demonstrate to other retailers why they should adopt Amazon's version of the technology, as opposed to that offered by, Zippin and other purveyors.  While other companies have made strides, I think it is fair to say that Amazon has gotten the greatest traction … though it remains to be seen if retailers that see Amazon as the enemy would be willing to license this technology from it.