Sponsored By

Amazon Go goes smaller

Employee-only mini store in Seattle raises potential for new venues

Russell Redman

December 13, 2018

2 Min Read
Amazon_Go_store_Macys_building_Seattle.png
The Amazon Go store in the Macy's building in Seattle.Amazon

Amazon.com Inc. has signaled another opportunity for expanding its cashierless Amazon Go stores with the opening of a 450-square-foot outlet in Seattle.

The mini store, which opened its doors yesterday, is situated on the sixth floor of the Macy’s building at 300 Pine St. in downtown Seattle, where Amazon has an office. About a quarter of the size of previous Amazon Go locations, the new venue serves Amazon employees and their guests only.

Offerings include breakfast, lunch, dinner and snack items, similar to what’s available at other Amazon Go stores.

Amazon Go stores employ Amazon’s “Just Walk Out” technology. Overhead cameras, weight sensors and deep learning technology detect merchandise that shoppers take from or return to shelves and keep track of the items selected in a virtual cart. Shoppers use the Amazon Go mobile app to gain entry to the store through a turnstile. When customers leave the store, their Amazon accounts are automatically debited for the items they take, and a receipt is sent to the app.

Given the latest Amazon Go’s compact size, the format could work not only in office buildings but also in such settings as hospitals and airports, according to retail industry observers. The existing stores operate as stand-alone convenience stores. Earlier this month, a Wall Street Journal report said Amazon is testing cashierless checkout in larger store spaces.

Related:First Amazon Go locations demonstrate concept’s strong appeal

An Amazon spokesperson said the Macy’s building location marks a new concept for Amazon Go, but the company isn’t providing further details about expansion plans.

“We’re excited to introduce a new small-format Amazon Go that is freestanding and can be as compact as 450 square feet,” the spokesperson said in a statement yesterday. “Our first of these stores opened today for Amazon employees and their visitors in Seattle.”

Including the new store, Amazon now has eight Amazon Go locations: four in Seattle, three in Chicago and one in San Francisco. The stores range from 1,200 to 2,300 square feet.

At press time, three other Amazon Go outlets were planned for San Francisco, Chicago and New York City. The San Francisco store is slated to open this winter and the Chicago store in 2019. Amazon has confirmed plans for a New York location but declined to provide any details.

Bloomberg reported in September that Amazon may open as many as 3,000 Amazon Go stores by 2021, including 50 locations in key metro markets during 2019.

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

Stay up-to-date on the latest food retail news and trends
Subscribe to free eNewsletters from Supermarket News

You May Also Like