Amazon's checkout-free experiment could come to larger grocery stores

Larger Amazon Go-powered stores are being tested

Larger Amazon Go-powered stores are being

Its first store opened to the public in Seattle back in January, with a second location following in August.

The cashierless system is already in use at seven Amazon Go convenience stores in Seattle, Chicago and San Francisco.

As reported by the Wall Street Journal, the tech giant is experimenting with its Amazon Go technology at a larger store.

All of the current stores are small, since the system struggles with the high ceilings and additional products of bigger spaces, according to the Journal.

It's also unclear if Amazon will use the technology for Whole Foods - the supermarket chain it bought for $13.7 billion in 2017- but the Journal's sources note that it's a likely application. There are no checkouts or cashiers - instead, an app on your phone registers as you enter the store, and cameras on the shelves detect the items you take and add them to a virtual basket.

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When Fortune asked for comment on the WSJ report, Amazon said it doesn't "comment on rumor and speculation".

There are nearly 500 Whole Foods in the USA, although the chain does also have a small United Kingdom presence, with seven stores, all of which are in London.

Amazon's cashierless brick and mortar stores are posing another challenge to traditional retailers. A Chicago store opened in September, and the company reportedly found a Lower Manhattan location for its NY store. "It tends to build a lot of habit".

Inside of Amazon's Go stores, products are systematically placed on shelves full of indicators that are easily recognized by computer vision systems. When you've finished choosing your items, leave the store and you're be charged for what you've taken. How would it handle the varying qualities of fresh produce, or track frozen foods hidden behind glass?

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