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Understanding Amazon’s revolutionary store format

Amazon is trialling a new grocery store format, Amazon Go, in Seattle. The store’s technology has attracted huge interest, with sensors on the shelf that can detect when an item has been picked up and add it to a virtual shopping cart. However, the focus on technology misses the real reason this store format could be so disruptive. Amazon Go is built around a digital connection, with every customer scanning their phone to enter. This gives Amazon an unprecedented real-time opportunity to und