Digital Innovation: Amazon Go


Source: Digital Disruption (Skog et. al,

By definition from TechTarget, digital disruption is “the change that
occurs when new digital technologies and business models affect the value proposition of existing goods and services”.

To meet increasingly demanding customer expectations, firms are constantly trying to research and invent new digital technology to improve our quality of life and finding solutions to problems we did not know we had.

With digitally disruptive business models, the typical brick-and-mortar business operations with customer service staffs are now arguably necessary. Innovative business models shift with consumers preference and behaviours, which may stray away from the traditional method of shopping.

We barely need services from bank tellers, self-checkouts reduced cashiers, cars are starting to be driverless, travel immigration has facial recognition. So, what next? Amazon Go.


Amazon Go is a supermarket by Amazon with “Just Walk Out Technology”, where you basically scan your Amazon app at the entry, grab whatever you like in the store and just walk out. With high-tech facial recognition, RFID chips, electronic sensors etc., you’ll have a virtual cart that is automatically updated and transacted.

This would confirm that cashiers may no longer necessary. With such innovative and advanced technology, many companies should be following this trend by implementing AI in the next few years to prevent itself from going extinct. It can be seen that technology enhances and creates a seamless consumer experience which would be the future of shopping, integrating online and offline techniques.

With strong competitors like Coles and Woolworths, do you think Amazon Go should be
brought to Australia?



5 thoughts on “Digital Innovation: Amazon Go

  1. It looks like Amazon Go will definitely streamline the shopping process a lot more and if it is introduced in Australia, competitors like Coles and Woolworths will need to innovate in order to remain competitive. I think it would disrupt the supermarket industry but it would be really interesting to see the ways in which competitors respond to the new conditions. A really engaging article, Elaine!

    Liked by 1 person

  2. Thanks for the great read! I had no idea this was even possible; it’s crazy just how convenient everything is becoming. I think if it came to Australia, it would definitely be disruptive and Coles and Woolworths would need to up their game! It would be good to finally see them have some decent competition though!

    Liked by 1 person

    1. Thank you! I know, when I first heard about it I had so many questions of its operations. Definitely. More technology would be created to gain competitive edge and I’m excited to see what’s next!


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.