As a statement of intent, it was difficult to ignore. After amassing worldwide sales of $107 billion in 2015, ecommerce leader Amazon made 2016 the year it set its sights on physical retail stores. Amazon Go’s slick promotional video shows customers gliding out of the premises without scanning goods or even stopping to pay for them. “We created the world’s most advanced shopping technology so you never have to wait in line,” the text tells potential customers.1 At the moment, the outlet is only open to Amazon employees as part of a test program in Seattle. But the online giant promises Amazon Go will open its doors to the public in 2017.