In order for Amazon to get to 3,000 stores by the beginning of 2021, it would have to open approximately 107 stores a month.
As a matter of perspective, 7-eleven, the largest convenience store chain in the world operates 8,600 stores in the U.S., and in 2017 generated $14.33 billion in USA sales alone. That would mark a dramatic expansion of Amazon's brick-and-mortar footprint, and could pose an immediate challenge to food sellers from convenience chains like 7-Eleven to large format grocers like Kroger. "Given Amazon's need to invest in in-store automation technologies, cameras and sensors, we would not be surprised to see the cost toward the higher end of this range", they added. Since then, the company has opened two more Seattle sites and one in Chicago, and has confirmed plans for San Francisco and NY stores.
An Amazon representative told Business Insider the company does not comment on "rumours or speculation". There is no checkout and no printed receipt, but customers must have a smartphone app to shop in the stores.
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"Amazon needs to figure out how to grow this", said Soper, "but limit the cost because the cost of this technology is extremely expensive right now and so by narrowing the focus on simply prepared food, they can keep the cost down and expand more quickly".
One person familiar with Amazon Go's development said in an interview with The Seattle Times that the number of stores the company is aiming for has been a subject of debate internally. Should it be a convenience store with fresh food and groceries? "If we offer a me-too product, it's not going to work", he said. The first is on Amazon's campus in Seattle. But it has pushed back on past reports that executives had given the green light to a major expansion of Go. A fourth AmazonGo opened Monday in Chicago and there are plans to open a fifth in New York City.
Amazon is targeting dense urban areas with lots of young, busy, affluent residents willing to spend a little more than a typical fast-food experience for better quality food, the people said.