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

Kurt Schlosser, GeekWire
Kurt Schlosser covers the Geek Life beat for GeekWire. A longtime journalist, photographer and designer, he has worked previously for NBC News, msnbc.com and the Seattle P-I.
Amazon Unveils Cashier-less Supermarket of the Future — and L.A. Waits in Line
GeekWire Photo/ Kurt Schlosser

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.

🥊📱Startups Battling Election Deepfakes and LA’s First Tech CEO Summit

🔦 Spotlight

Happy Friday Los Angeles!

YouMail, based in Irvine, and Pindrop have partnered to create the Election Communication Defense Grid (ECDG), a platform designed to combat AI-generated and deepfake calls that could interfere with US elections. This collaboration leverages YouMail's extensive sensor network, which analyzes over 20 million phone numbers monthly, and Pindrop's Pulse™ Inspect technology to detect AI-generated speech. The system actively monitors and analyzes potentially problematic political robocalls, having already examined calls from numerous Congress members and political candidates in 2024. When AI-generated calls are identified, YouMail Protective Services swiftly notifies carriers and enforcement agencies to shut down these campaigns, minimizing potential harm. This partnership represents a significant step forward in protecting the public from malicious communication tactics during critical election periods.


✨ Featured Event ✨

LA TECH CEO SUMMIT

WHEN: Thursday, September 26 -- Friday, September 27, 2024

LOCATION: Terranea Resort: 100 Terranea Way, Rancho Palos Verdes, CA 90275

LA’s tech leadership is set to reunite after a long break! Join us for the highly anticipated LA Tech CEO Summit, taking place September 26-27 at the stunning Terranea Resort. This exclusive event offers a unique chance to connect with top tech founders and CEOs, including industry key figures like Adam Miller (Founding CEO of Cornerstone), Ian Siegel (CEO of ZipRecruiter), Shivani Siroya (CEO of Tala), Eddy Lu (CEO of GOAT), and other influential leaders. This two day summit will focus on building strong connections, sharing insights, and fortifying the local tech community. Don’t miss this opportunity to engage with the best minds in LA tech!

Learn More Here

Register Here


🤝 Venture Deals

LA Companies

  • Starpath, a developer of robotic propellant production factories raised a $12M Seed Round co-led by 8VC and Fusion Fund, and joined by Day One Ventures, Balerion Space, and Indicator Ventures. - learn more

LA Venture Funds

  • Anthos Capital led a $4M Funding Round for Mudstack, a startup whose software helps game developers organize and share game assets like graphics and code. - learn more

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🎓 LA’s Startup Edge Round 2

In light of last week’s article, we want to highlight some additional schools that have a significant impact on LA’s tech landscape. If we’ve missed any schools or founders worth including let us know!


Image Source: LMU

Loyola Marymount University

LMU plays a significant role in developing Los Angeles' tech workforce by offering various programs and resources for aspiring entrepreneurs and innovators. The university fosters innovation and entrepreneurship through:

  • LMU College of Business Administration: Provides entrepreneurship-focused programs and courses, including the Entrepreneurship Program, which offers hands-on experience and mentorship opportunities for students interested in starting their own businesses.
  • Frank R. Seaver College of Science and Engineering: Collaborates with industry partners on research projects and offers programs like the Engineering Clinic, where students work on real-world problems for corporate sponsors.
  • Fred Kiesner Center for Entrepreneurship: Serves as a hub for entrepreneurial activities, offering resources such as the Business Incubator program, pitch competitions, and networking events to support student and faculty startups.

Companies Founded by LMU Alumni: Liquid I.V. by Brandin Cohen, Dave by Jason Wilk, Abstract by Pat Utz


Image Source: CSULB

California State University, Long Beach (CSULB)

CSULB plays a significant role in developing Long Beach's entrepreneurial ecosystem through various programs and resources. The Institute for Innovation & Entrepreneurship (IIE) at CSULB serves as a central hub, offering initiatives like monthly Innovation Hours, a social justice entrepreneurship program, and the annual Sunstone Innovation Challenge with $50,000 in prizes. CSULB fosters innovation and entrepreneurship through:

Companies Founded by CSULB Alumni: Oculus VR and Anduril by Palmer Luckey (technically not an alumni because he dropped out before graduating), Dreamworks Animation by Steven Spielberg


Image Source: Claremont McKenna College

The Claremont Colleges

The Claremont Colleges serve as a significant source of talent for Los Angeles' tech and venture capital workforce, leveraging their strong academic programs and entrepreneurial resources. Harvey Mudd College, renowned for its exceptional engineering program, contributes a substantial number of highly skilled graduates to the tech sector. The consortium's collaborative approach to fostering innovation is exemplified by initiatives like:

  • The HIVE: This hub enhances students' creative problem-solving skills through collaborative and interdisciplinary experiences.
  • Claremont McKenna College's Silicon Valley Program: Offers students an immersive off-campus study experience that integrates internships, coursework, and networking opportunities in the heart of the tech industry, preparing them for careers in innovation and venture capital..
  • The Makerspace at Harvey Mudd College: An 8,000 SF student-run facility that allows students to prototype and develop innovative ideas, fostering a hands-on approach.

Companies Founded by Claremont Alumni: TechCrunch by Michael Arrington (CMC), KKR by Henry Kravis (CMC) & George Roberts (CMC), Sun Basket by Adam Zbar (Pomona), GitHub by Tom Preston-Werner (technically not an alumni because he dropped out before graduating from Harvey Mudd)


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🌱Redefining Female Pleasure—and LA's New Wellness Club: What to Know

🔦 Spotlight

Happy Friday Los Angeles!

Love.Life is a high-end, holistic health and wellness club recently opened in Los Angeles, founded by former Whole Foods Market executives John Mackey, Walter Robb, and Betsy Foster. The 45,000-square-foot facility combines advanced medical diagnostics, personalized fitness and nutrition plans, and rejuvenating therapies under one roof. Membership options range from $300 to $50,000 annually, offering services such as detailed health assessments, specialized treatments, and access to various wellness modalities including cryotherapy, red light therapy, and advanced fitness equipment. With autoimmune diseases on the rise, the club aims to provide a comprehensive health experience that blends Eastern and Western practices, with additional perks like an on-site café and pickleball courts. Love.Life's approach emphasizes preventive care and personalized health management, catering to individuals who are willing/able to invest significantly in their well-being.

In parallel to this trend towards high-end, integrated wellness solutions, Hello Cake, an LA-based sexual health startup, is making strides in addressing women's sexual dysfunction—a field where treatment options have been notably scarce. While erectile dysfunction has seen significant innovation for men, women’s sexual health remains inadequately addressed, despite the Cleveland Clinic's estimate that 43% of women experience sexual dysfunction compared to 31% of men (hello underserved market). Hello Cake is introducing two new prescription products: Libido Lift Rx, a dissolvable tablet featuring oxytocin, tadalafil, and L-citrulline, and O-Cream, a topical treatment containing sildenafil. Priced at $54 for six doses, these products aim to help women love life by tackling low libido, filling a significant gap in the market where female libido is often overlooked. Despite the lack of FDA approval for these specific uses and limited trials, Hello Cake seeks to provide a novel approach to a common, yet medically nebulous issue, highlighting a crucial area of unmet medical need. Given its vibrant health and wellness culture, LA provides an ideal backdrop for innovative health companies like Love.Life and Hello Cake to address emerging needs in a city that's both health-conscious and open to new wellness trends.


🤝 Venture Deals

LA Companies

  • Sahara AI, a startup that operates a decentralized network that allows users to control, scale, and monetize their personal knowledge and copyrights using AI and blockchain technology, raised a $43M Funding Round co-led by Pantera Capital, Binance Labs, and Polychain Capital. - learn more
  • Ambercycle, a maker of recycled polyester, raised a $10M Funding Round from Shinkong Synthetic Fibers. - learn more
  • JetZero, a developer of blended-wing aircraft, raised funding from Alaska Airlines. - learn more

LA Venture Funds

    LA Exits

    • Datum Source, a developer of software that helps hardware companies find manufacturers, was acquired by Hadrian, a defense tech company. - learn more

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