Topic : Amazon Go

Group Members :
Fahad Hussain 103
Muhammad Bilal 144
Sibte Hassan Abbas
Muhammad Umer 106
Ali Akbar 121

Section : Finance

Subject : Invention in job skills

Submitted to : Mr. Arslan Nazir

Product Information:

Amazon Go is a chain of convenience stores in the United States and the United Kingdom, operated by
the online retailer Amazon. The stores are cashier-less, thus partially automated, with customers able to
purchase products without being checked out by a cashier or using a self-checkout station. Whereas
Stores like Chase-up and KK-Mart are still operated in a traditional way where customers have to wait
for billing and payment of their purchased items.

Amazon Go was the first store to open with Just Walk Out Technology. Our checkout-free shopping
experience is made possible by the same types of technologies used in self-driving cars: computer vision,
sensor fusion, and deep learning.

Amazon Go stores were conceptualized and tested by a team of Amazon executives, who constructed a
15,000-square-foot mock supermarket in a rented warehouse in Seattle, before revealing the work to
Amazon founder Jeff Bezos in 2015. The first store, located in the company’s Day 1 building, opened to
employees on December 5, 2016, and to the public on January 22, 2018. The flagship store sells
products such as prepared foods, meal kits, limited groceries and liquor. A larger variant, Amazon Go
Grocery, opened in Seattle’s Capitol Hill neighborhood on February 25, 2020.

How do I shop at Amazon Go? All you need is an Amazon account, the free Amazon Shopping app, and a
recent-generation iPhone or Android phone. You can find the Amazon Shopping app in the Apple App
Store, Google Play, and Amazon Appstore.

When you arrive, open the app, tap “In-Store Code,” and scan in with the QR code presented. Just
browse and shop like you would at any other store. Once you’re done shopping, you’re on your way. No
lines, no checkout.

At select Amazon Go store locations, you can also enter the store by using a credit card linked to your
Amazon account or by using Amazon One. Amazon One is a fast, convenient, contactless way for people
to use their palm to enter and pay for items purchased at Amazon Go.
Amazon Go Vision Statement
Amazon’s vision statement is “To be Earth’s most customer-centric company, where customers can find
and discover anything they might want to buy online.” This vision statement underscores the
organization’s main aim of becoming the best e-commerce company in the world. The following
components or characteristics are emphasized in Amazon’s vision statement:

 Global reach
 Customer prioritization

Global Reach :

The “global reach” component in Amazon.com Inc.’s vision statement is all about international
leadership in the e-commerce market. For example, in stating the “Earth” as the market, the company
shows that it aims to continue expanding globally. Thus, a corresponding strategic objective is global
expansion, especially through market penetration and market development. The “customer
prioritization” component of Amazon’s vision statement shows that the firm considers customers as the
most important stakeholder group in the online retail business.

Customer Prioritization : Customer prioritization implies that a firm is highly customer centric for the
most important customers and at a lower level for less important customers.

Technology
The technology behind “Just walk out” shopping is a proof-of-concept. The cutting-edge experience of
shopping without a cashier or card is created using a combination of technologies you may already be
familiar with – but in a creative and even controversial new way.

Let’s explore the tech that lies behind “just walk out” self-serve stores and the future they hold.

The Technology Used to Design a Self-Serve Store Like Amazon Go

Let’s paint a picture of the experience. You walk into an Amazon Go (or China’s BingoBox) store. You
open your Amazon Go app and scan the QR code on the Key page. The turnstile unlocks and you can
enter the main store. You might grab a Dash Cart with a little display at the handlebars or a simple cloth
tote. As you pick out items, they are added to a visible receipt on your phone. If you put an item back, it
will even be removed from your receipt.

When you’ve shopped your fill, you simply walk out of the store, and your account is charged. No
scanner, kiosk, or cashier. You just leave and receive a digital bill. Now here’s how it works:

How Amazon Go Knows Who You Are

Smart Phone Apps and QR Codes

Facial Recognition and People-Tracking Cameras

First, how do self-serve stores know who you are and who to charge for the goods? That relies on your
smart phone, but there are other technologies to back this up. Mainly, facial recognition. You open your
Amazon app, log in, and scan a QR code at the store’s entrance before you are let in. The store’s
cameras may take an image of your face then, and use facial recognition and figure-tracking software to
follow your movements through the store.

It should also be noted that some department stores are already using the DID (device ID) of customer
smartphones. This may also play a role in future self-service shopping experiences.

How Amazon Go Knows What You Took

Self-Scanning

Weight Sensing Shelves & Carts

Shelf Cameras that Count Items

Tracking Your Movements

RFID Tags

How does a self-serve store know what you take? This is actually done in a wide variety of ways and
could be done in even more. No one knows for sure how Amazon Go stores are working, but according
to a patent filed by Amazon, they are likely using both weight-sensing shelves and cameras that can
track how many items are on each shelf.

Paired with people and movement tracking, it’s easy to combine a person who entered with a parfait
they took. There are also devices called “Dash Carts“, which are very small and have a built-in scale to
weigh what you put in and what you take out.
Other methods include self-scanning (remember the handheld scanners of the early 00s?) and checkout
kiosks. Some stores may even use RFID tags to track the precise location of valuable items using short-
range radio waves. In fact, resorts are making extensive use of RFID technology and are pushing that
envelope of self-service forward faster than these Amazon lunch stops.

How It Checks Out Your Order

Self-Service Kiosks

Linked Digital Payment Account

Lastly, how does a self-service store charge you without getting out your card? While anyone can use a
chip-reader to check out, Amazon Go and BingoBox both use the “Just walk out” model through linked
digital payment accounts and door trackers. When someone who scanned it leaves the shop, everything
they rang up will be charged to their account. Customers can also check their receipts on the mobile app
before leaving to make sure the list is correct.

The Full View of Self-Service Technology on the Cutting Edge at Amazon Go

Of course, grocery and deli shops like Amazon Go aren’t the only embodiment of cutting-edge self-
service technology. You will find innovative self-service in retail, fast food and even sit-down dining,
airports and transit stations, hotels and resorts, theme parks, museums, and back around to Amazon
with automated shipping lockers.

Retail Kiosks and Mobile Orders

Large grocery stores ranging from Albertsons to Walmart include self-service checkout stations where
customers scan and weigh their items on the way out under the watchful eye of security cameras, while
many fast food chains have apps that allow pre-ordering, paying digitally, and sometimes even picking
up orders. Sit-down restaurants during the pandemic were even updated to QR-code accessible digital
menus and mobile at-table ordering.

Airport and Hotel Check-In

Airports and hotels embraced self-check-in first with kiosks and then with mobile phone apps. This
phone-based check-in then evolved to using your phone for your ID, wave-pay RFID digital payments,
and now RFID hotel room keys emitted from your phone app. Never lose your key card again.

Park and Resort RFID Tracking

Theme parks and resorts use RFID bracelets like the Disney Magic Band to track guests to unlock doors,
charge drinks to the room, personalize guest experiences, and to keep guests out of restricted areas.
Automated Lockers

Finally, automated lockers as used by brands like Amazon and Home Depot make it possible to open
your own one-time mailbox with a signal or QR code from your phone or open a locker to mail
something out.

Taking Your Place in the Future of Self-Service Technology

Are you as curious and excited about the evolution of self-service technology as we are? Just by reading
to the end of this article, you are already aligned with the next wave of retail, hospitality, and quality-of-
life technology upgrades. With the right classes and a passion for innovative design, you could be among
the teams of engineers to design the next big step in automated convenience that could benefit millions.

To unlock your potential and turn your passion for technology into applicable design and engineering
skills, WOZ U is here to help you get started. With many different options, you can start your journey to
a career in tech now!

Amazon Go Competitive advantage

It provides Amazon the flexibility and pricing that allows much lower prices, if necessary, without
sacrificing profitability. Also it provides goods more efficient as compared to its competitors. Amazon
has competition in different sectors. Its biggest retail competitors are Alibaba, eBay, Walmart and
Flipkart.

Other competitive advantages are as follows:

Time : Obviously, the biggest advantage is time efficiency. The whole idea behind Amazon Go is that you
grab what you need, and leave. Amazon Go veterans would be in and out in thirty seconds with the item
that they wanted. In today's fast paced society, it goes hand in hand with busy people. While doesn't
provide this fast service actually because to buy from Alibaba and eBay you have to buy in bulk and and
its very time consuming process because you have to buy products from Air takes 15 days and throw
ship when you buy products it takes 1 to 2 months.
Cost : These are low cost-leadership, customer differentiation and focus strategies. Low cost-leadership
is pursued by Amazon by differentiating itself primarily on the basis of price. By offering low prices to
customers Amazon ensures its future success. Shipping cost is expensive when you buy products from
their competitors especially when you buy products through air shipping.

RFID Technology: One of the best advantage Amazon have is of RFID technology. Radio-frequency
identification uses electromagnetic fields to automatically identify and track tags attached to objects. An
RFID system consists of a tiny radio transponder, a radio receiver and transmitter but the proper use of
RFID technology is essential to experience its versatile benefits. The power of Amazon Go with a tagline
''Just Walk Out'' depends on RFID technology because it helps stores to establish an automated
checkout process.By the use of RFID Amazon has a technology benefit as compared to its competitors.

CONCLUSIONS: The launch of Amazon Go and Amazon Elements, as well as other private
labels, clearly intention to move from being online only to becoming a mixed offline and online retail
and manufacturing company. Amazon Go and Amazon Elements had several similarities: they were
offline,were reserved only for Amazon Prime members, were in the grocery segment, and had the same
competitors. These initiatives, which were seen as good opportunities for Amazon to generate higher
profits, mean while put the company into a riskier position due to its lack of experience in traditional
retailing. In online retail sales, Amazon’s performance had surpassed its mixed online and offline retail
competitors over the years, its strengths in marketing, supply chain, and customer-centricity in online
segments.