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XAmazon Unveils Cashier-less Supermarket of the Future — and L.A. Waits in Line

Amazon unveiled its supermarket of the future, a grocery store without cashiers or checkout lines considered a technological breakthrough in the $800 billion industry. Shoppers get to grab-and-go with a full cart of items that are scanned automatically and billed to their bank accounts.
But don't expect to see it anytime soon in Los Angeles.
The surveillance-style experience is a harbinger of things to come as futurists describe the 2.0 of an everyday task: Buying food at a market. There's only one problem. The prototype of a new way to pick up customer's meat, cheese, and dairy is only happening in just one location in Seattle, where Amazon is the city's biggest tech employer.
Amazon has no plans to install the cashless technology at its Whole Foods stores or put it in their conventional grocery set to open in a former 33,000 square foot Toys R' Us in Woodland Hills, according to Jeffries analyst Christopher Mandeville. Amazon would not confirm.
Meanwhile, union officials are gearing up for a fight.
"Amazon has two concepts for its grocery business: bad jobs and no jobs. There's nothing innovative about either one of them," said John Grant, president of the United Food and Commercial Workers International Union Local 770 in an emailed statement. The union represents 47,000 grocery store workers in Southern California. "This is about the richest person on earth seeking new ways to further enrich himself on the backs of workers, communities, and now technology. We will not stand for it."
He may not have to. West Hollywood outlawed cashless stores last year joining a growing list of cities including New York, San Francisco and New Jersey who also prohibit it, saying that it discriminates against low income residents with no bank account. Meanwhile, it's unclear whether consumers will embrace the format.
The Seattle location can be entered by scanning a smartphone app and strolling the aisles of the completely stocked store. The banks of cameras and sensors overhead track everything put into a shopping cart, with the help of artificial intelligence — rendering unnecessary the old-fashioned ritual of scanning and paying at a checkout stand. Items are charged to a shopper's Amazon account shortly after they walk through the exit.
Amazon Go Grocery is big enough that it's offering shopping carts. GeekWire Photo / Kurt Schlosser
Apart from the larger size, the concept is very similar to the Amazon Go convenience stores that first opened to the public in Seattle in January 2018. Amazon Go has expanded to 25 locations across cities including San Francisco, Chicago and New York. That smaller concept, sized between 450 and 2,700 square feet, ushered in an era of grab-and-go shopping.
"What Amazon Go did for central business districts — like locating it very close to where people work so you can get breakfast, lunch, snacks — Amazon Go Grocery does the same thing, but closer to home," said Dilip Kumar, vice president of Physical Retail & Technology for Amazon. "It's a new format, it's not just a bigger Amazon Go. It's a much more expanded selection that caters to what people are looking for shopping for groceries."
What Amazon is looking for is yet another answer to traditional retail, where it's leveraging convenience and technology in the grocery industry. The tech giant scooped up Whole Foods in 2017 in a bid to take on the sizeable brick-and-mortar footprints of Walmart, Target, Kroger and others. Those companies have consistently responded to Amazon's digital pushes around online grocery ordering and delivery.
Mandeville said in a research note that it's unclear whether it will pencil out, but the new format provides Amazon an opportunity to expand their white label products. "Questions still remain over unit economics and shopper adoption. That said, this is another example that Amazon is forcing the issue - grocers must continue to invest, innovate."
Amazon posted $4.4 billion in revenue last quarter in its physical stores category, which includes Whole Foods and Amazon Go stores.
The Wall Street Journal reported last fall that Amazon had signed leases for more than a dozen locations in Los Angeles with plans to expand the chain. Kumar declined to say how many Amazon Go Grocery stores are coming, where the next one might be, or whether they will all be the same size. Plans for the larger grocery concept in Los Angeles and elsewhere are "something else" entirely, he said, but he likes what they built first in Seattle.
The continued push toward tech and automation has fueled the ongoing debate around human workers being replaced by machines. Amazon Go Grocery will staff just a handful of associates.
Last year under pressure from advocates, Amazon's Go store in New York began accepting cash.
"Consumers aren't demanding this," Grant said. "Its 'cashierless' convenience stores have underperformed comparable stores manned by people."
Hundreds of cameras in the ceiling overhead make up the key technological component of the just-walk-out concept, and they're put to the biggest test in the produce section, where a variety of individually priced fruits and vegetables are available.
"Most of the things at Amazon Go are packaged, or they're single items like a can of Coke," Kumar said. "But here, people are shopping for potatoes or they're shopping for onions — there's a lot more browsing and rummaging that tends to happen. That's what makes this problem a lot more complicated."
GeekaWire photo/ Kurt Schlosser
Amazon's Dilip Kumar shows off the free bags with Amazon Go Grocery's green branding.
Matt Casey, a retail market analyst who works with supermarket grocery chains said he's not sure the grand experiment will work. "I gotta believe there's gonna be a ton of glitches in the beginning," he said. "But, they are the ones who call the shots, not the public. They create and people react to them, not the other way around. They have deep pockets that will allow them to try this."
Meanwhile, Walmart and Target are stepping up their grocery delivery service and other chains are investing in automation.
Amazon's goal is to generate accurate receipts, no matter how long you stand over the avocados or apples, shifting them around and picking them up before settling on three and then changing your mind to two.
The cameras are keeping track of those "interactions" with the product and know exactly what is being taken off shelves and put back. Allowing people to do this type of "considered shopping" plays into the Go Grocery concept of making sure that customers don't have to do anything unnatural when it comes to how they shop.
"They're used to seeing produce laid out in [a traditional] way," Kumar said, joking about how it's almost necessary, as a shopper, to get spritzed by the misters in the lettuce section.
Kumar called a robust produce section the hallmark of any good grocery store, and Amazon Go Grocery sources its organic produce from the same farms that supply Whole Foods. Its 365 organic label is on prominent display.
Up and down aisles throughout the store — there are 5,000 unique items — national brands are mixed with local favorites that Amazon believes its neighborhood customers would expect the store to stock.
There is no meat or seafood counter and no food preparation on the premises. Fish, chicken and beef products are brought in several times a week, individually wrapped. Signage near cases advises customers on the differences between cuts of meat or wild caught seafood vs. farmed fish. There is also an artisan cheese area where people can get the same sort of quick education via signage rather than from a human cheesemonger.
And it's another indication that Amazon Go Grocery goes beyond Amazon Go.
Back near the front of the store, the quicker grab-and-go nature of what Amazon likes about its Go concept is more readily on display. It's here where the fresh baked goods — donuts, bagels, fritters and more — and self-serve coffee and espresso stations are located. There's a sizable alcohol section — where you'll run into a human who has to check your ID. And around the corner is a large section called "Meals Made Easy" that caters to the what's-for-dinner shopper with entrées including pasta, salad, pizza, sushi and more.
What to grab at the end of the day was a big driver in Amazon's decision to extend Go into grocery, closer to where people live.
The entire footprint for the location, including space for back stock and more, is 10,400 square feet. But the store will not serve as a hub for grocery delivery, the company said.
And it won't replace Whole Foods or other methods that shoppers appreciate because Amazon said it has come to realize that customers want to shop in a variety of different ways for a variety of different needs.
"Some people want their food delivered, some people want to go shopping at Whole Foods, some people want to shop at a different kind of store," Kumar said. "The single biggest thing that people say is that they don't have enough time to do all the things that they need to do. One of the key things that we always index on is how we can provide the convenience that customers expect in places where they are."
A version of this story first appeared on GeekWire.
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Rachel Uranga is dot.LA's Managing Editor, News. She is a former Mexico-based market correspondent at Reuters and has worked for several Southern California news outlets, including the Los Angeles Business Journal and the Los Angeles Daily News. She has covered everything from IPOs to immigration. Uranga is a graduate of the Columbia School of Journalism and California State University Northridge. A Los Angeles native, she lives with her husband, son and their felines.
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Venture Firm Backstage Capital Laid Off Nine Employees, Reducing Its Staff to Just Three
Kristin Snyder is an editorial intern for dot.la. She previously interned with Tiger Oak Media and led the arts section for UCLA's Daily Bruin.
Venture firm Backstage Capital laid off nine employees, reducing its staff to just three.
Managing partner and founder Arlan Hamilton announced the layoffs Sunday on her “Your First Million” podcast. General partners Christie Pitts and Brittany Davis, along with Hamilton, are the only remaining employees, TechCrunch reported. The move comes only three months after the Los Angeles-based firm said it would only fund existing portfolio companies.
“It’s not that I feel like there’s any sort of failure on the fund side, on the firm’s side, on Backstage’s side, it’s that this could have been avoided if…the system we work within were different,” Hamilton said during the podcast.
Hamilton founded Backstage in 2015 to highlight underrepresented founders and launched a crowdfunding campaign last year to draw in everyday investors. The company announced its plan to raise $30 million for a new fund, bringing in $1 million from Comcast. Having invested in 200 companies, Backstage announced in March that it would not be making new investments.
Hamilton said Backstage’s situation is a “purgatory kind of position,” with companies saying the fund was either too developed or not developed enough to invest in. However, in an email sent to stakeholders, she said she is “optimistic about the next 18 months.”
The firm still intends to grow its assets under management to over $100 million as Hamilton looks for backing from to the 26 funds she has invested in for backing. Hamilton said the company does not “have dry powder right now,” which points to the firm’s struggle to grow.
The news comes during a wave of layoffs across Los Angeles, with companies like Voyage SMS, Albert and Bird letting go of employees.
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Kristin Snyder is an editorial intern for dot.la. She previously interned with Tiger Oak Media and led the arts section for UCLA's Daily Bruin.
A New Tide of LA Startups Is Tackling the National Childcare Crisis
Keerthi Vedantam is a bioscience reporter at dot.LA. She cut her teeth covering everything from cloud computing to 5G in San Francisco and Seattle. Before she covered tech, Keerthi reported on tribal lands and congressional policy in Washington, D.C. Connect with her on Twitter, Clubhouse (@keerthivedantam) or Signal at 408-470-0776.
The pandemic exacerbated a problem that has been long bubbling in the U.S.: the childcare crisis.
According to a survey of people in science, technology, engineering and mathematics (STEM) careers conducted by the city’s WiSTEM Los Angeles program and shared exclusively with dot.LA, the pandemic exposed a slew of challenges across STEM fields. The survey—which consisted of 181 respondents from L.A.County and was conducted between March 2021 and 2022— involved respondents across medical fields, technical professions and science industries who shared the pandemic’s effects on their professional or education careers.
The survey found 60% of the respondents, primarily women, were balancing increased caretaking roles with work or school responsibilities. And while caretaking responsibilities grew, 49% of respondents said their workload also increased during the pandemic.
“The pandemic threw a wrench into lots of folks' experiences both professionally and academically,” said Kathryne Cooper, a health tech investor who sits on the advisory board of WiSTEM. “So we need to acknowledge that.”
In the L.A. area, an increasing number of childcare startups are aiming to address this massive challenge that is a growing national crisis. The U.S. has long dealt with a crippling childcare infrastructure plagued by low wages and a labor shortage in preschools and daycares, but the COVID-19 crisis made it worse. During the pandemic, women left the workforce due to the lack of childcare and caretaking resources. By 2021, women made up the lowest percentage of the workforce since 1988, according to the National Women’s Law Center. Despite the pandemic forcing everyone indoors, caretaking duties fell disproportionately on women.
“I almost actually left my job because everything that I looked at was either waitlisted or the costs were so astronomical that it probably made sense for me to stay at home rather than pay someone to actually look after my child,” said Jessica Chang, the CEO of childcare startup WeeCare.
The Marina del Rey-based WeeCare, one of the startups that helps people open their own childcare facilities, announced it raised $12 million in April (to go along with an additional $5 million in bridge funding raised during the pandemic). The company helps people build daycare centers and works with employers to provide access to WeeCare centers and construct child care benefits programs.
Some of these startups strive to boost the number of daycare centers by helping operators with financial costs, licensing fees and scheduling. Wonderschool, a San Francisco-based child care startup, raised $25 million in January and assisted with hundreds of childcare facilities in L.A.-based Playground, which raised $3 million in seed funding last year per PitchBook. Playground acts as an in-house platform for childcare providers to communicate with staff and parents, track attendance, report student behavior and provide automatic invoicing services.
L.A.-based Brella, which launched in 2019, raised $5 million in seed funding in January to create a tech-enabled daycare scheduling platform that could meet the demand of flexible childcare as parents navigate a hybrid work environment, and recently opened a new location in Hollywood. The startup aims to address the labor shortage among childcare workers by paying its workers roughly $25 an hour and offering mental health benefits and career development opportunities for its educators.
“It's this huge disconnect in our society because these are really important people who are doing arguably one of the most important educational jobs,” said Melanie Wolff, co-founder of childcare startup Brella. “They often don't get benefits. They don't have a lot of job security.”
Venture capital funding has poured into the relatively new childcare sector. A slew of parent-tech companies aimed at finding flexible child care and monitoring children saw $1.4 billion worth of venture investments in 2021, according to PitchBook, largely to meet the demands of parents in a pandemic era who have more flexible work commutes and require more tech-enabled solutions.
“I think a lot of it has to do with what employers expect for workers,” said Darby Saxbe, an associate professor of psychology and family relationships expert at USC. “There's still a lot more stigma for men to build their work around caregiving responsibilities–there's a lot of evidence that men are often discouraged from taking paternity leave, even if it's available.”
Childcare benefits are also becoming a more attractive incentive as workers grapple with unorthodox work schedules in a hybrid setting.
“Employers, because of COVID, were having a hard time retaining and recruiting employees,” said Chang. “And they were actually incentivized to actually find a solution to help the employees.”
WeeCare primarily partners with employers of essential workers, like schools, hospitals and grocery stores, and the benefits programs account for the majority of WeeCare’s revenue.
Childcare works are part of a massive labor shortage in caretaker roles that also include nurses, and health aids for the eldery. These workers, which allow women to maintain careers in STEM and other high-paying industries, are vital, according to Saxbe.
“Women can advance in the workplace,” Saxbe said. “But if there's no support at home and there is no one who is helping take care of kids and elderly people, women can't just advance in a vacuum.”
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Keerthi Vedantam is a bioscience reporter at dot.LA. She cut her teeth covering everything from cloud computing to 5G in San Francisco and Seattle. Before she covered tech, Keerthi reported on tribal lands and congressional policy in Washington, D.C. Connect with her on Twitter, Clubhouse (@keerthivedantam) or Signal at 408-470-0776.
“Talent Is Ubiquitous; Access to Capital Is Not': MaC Venture Capital Raises $203M for Early-Stage Startups
Decerry Donato is dot.LA's Editorial Fellow. Prior to that, she was an editorial intern at the company. Decerry received her bachelor's degree in literary journalism from the University of California, Irvine. She continues to write stories to inform the community about issues or events that take place in the L.A. area. On the weekends, she can be found hiking in the Angeles National forest or sifting through racks at your local thrift store.
While venture capital funding has taken a hit this year, that hasn’t stopped MaC Venture Capital from raising $203 million for its second fund.
The Los Angeles-based, Black-led VC firm said Monday that it had surpassed its initial $200 million goal for the fund, which dot.LA reported in January, over the span of seven months. MaC said it expects to invest the capital in up to 50 mostly seed-stage startups while remaining “sector-agnostic.”
“We love seed-stage companies because that’s where most of the value is created,” MaC managing general partner Marlon Nichols told dot.LA. While the firm has invested in local ventures like NFT gaming platform Artie, space startup Epsilon3 and autonomous sensor company Spartan Radar, Nichols said MaC—whose portfolio companies span from Seattle to Nairobi—would continue to eye ventures across the rest of the country and world.
“Talent is ubiquitous; access to capital is not,” Nichols noted. “What they’re building needs to matter; we’ve got to believe that this group of founders is the best team building in the space, period.”
Launched in 2019, MaC is led by four founding partners: VC veteran Nichols, former Washington, D.C. mayor Adrian Fenty, and former William Morris Endeavor talent agents Charles D. King and Michael Palank. Nichols described the team’s collective background in government, consulting, media, entertainment and talent management as its “superpower.”
In a venture capital industry where few people of color are decision-makers, MaC Venture Capital has looked to wield its influence to provide opportunities for founders of color. The firm says 69% of its portfolio companies were started by BIPOC founders and 36% are led by women, while MaC has also diversified its own ranks by adding female partners Zhenni Liu and Haley Farnsworth.
MaC’s second investment fund nearly doubled the size of the firm’s $110 million first fund, which it closed in March 2021. The new fund’s repeat institutional investors include Goldman Sachs, ICG Advisors, StepStone, the University of Michigan, the George Kaiser Family Foundation and the MacArthur Foundation, while the likes of Illumen Capital and the Teachers’ Retirement System of the State of Illinois also pitched in as new investors.
“It’s a great combination of having affirmation from people who have been with us from the beginning and new people coming in that want to be a part of it,” Fenty told dot.LA.
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Decerry Donato is dot.LA's Editorial Fellow. Prior to that, she was an editorial intern at the company. Decerry received her bachelor's degree in literary journalism from the University of California, Irvine. She continues to write stories to inform the community about issues or events that take place in the L.A. area. On the weekends, she can be found hiking in the Angeles National forest or sifting through racks at your local thrift store.