• By Leslie Hand

Amazon isn’t successful because it sells products for less. It’s successful because it sells products for less hassle. The retailer’s flagship AmazonGo store throws down the gauntlet to brick-and-mortar competitors, taking all the friction out of shopping and checkout. While it’s not yet fully-fledged, it’s an audacious leap into the future of friction-free retail, which is set to put customers firmly in control of their in-store experience.
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