By licensing Go technology to retailers, Amazon can win revenue from third-party in-store retailers and hold off startups:
have been announcing their own partnerships, so there will be significant competition to provide the technology. Go stores were built with the technology in mind, but Amazon will now have to retrofit existing stores with the necessary cameras, sensors, and more. Amazon will need to be able to make its offering fit within stores' current setup since retailers likely won't want to rebuild their locations.
Starting with small stores and concession stands may be a good entry point for Go technology given their size, but it'll need to be able to handle larger stores to cash in on the opportunity. Many Go stores are It's unknown how large of a store Go's technology can function in since it needs to track all consumers and the items they select, but larger stores are surely more difficult.
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