What Consumers Think About Amazon Go

In December 2016, months before Amazon’s surprise acquisition of Whole Foods, the world‘s leading online retailer gave us a first glimpse at its ambitions to conquer the offline world. In December 2016, the company introduced Amazon Go, a store concept that uses computer vision and machine learning to let customers pick up what they need and leave the store without going through a checkout process. Having been beta-tested in a store exclusively open to Amazon employees for more than a year, the company’s cashierless “store of the future” opens to the public on Monday.

While intrigued by the concept, American consumers have yet to be convinced that Amazon Go will actually make things easier for customers. As our chart, based on YouGov data, illustrates, the majority of U.S. adults trust Amazon’s technology and would be willing to try it out. However, they are not ready to pay a premium for a checkout-free shopping experience, afraid that it might actually create more problems than it will solve.