Amazon is one of the biggest companies for online retail shopping services. Founded in 1994 by Jeff Bezos and headquartered in Seattle, WA, it is the largest Internet retailer in the world for its revenues and market capitalization, and the second largest for what concerns total sales. Amazon.com was born as an online bookstore and became with time a store that sells everything, from electronics to books, from food to music to every single forniture people could need. Amazon is today one of the most effective companies in the world, a valuable and trustable brand, that keeps launching new incredible technologies. During December 2016, Amazon launched the first “Amazon Go” store. Amazon Go is a new type of grocery store that does not need a checkout, and people do not have to wait for endless lines – it works with a technology that allows people to go shopping using an app that registers whatever they pick into a virtual card applying computer vision, deep learning algorithms, and sensor fusion. Amazon Go has been first tested in Seattle with Amazon’s employees, and they are now ready to make it public everywhere; this new way of shopping could be targeted to everyone, men and women that go shopping in grocery stores for themselves and their families: people would still have the opportunity to physically see and grab food, they would just avoid the checkouts and the lines, saving efficient time. This is why firsts users would be busy people: business men who want to have a quick lunch or housewives rushing back to their kids. The new machines learning techniques made this “Just Walk Out Shopping” possible. You get into the store, open your Amazon app, and start shopping normally: whatever you pick will be automatically registered, even if you change your mind and want to put things back the machine will calculate it. There are some negative sides in Amazon Go. First of all, salespersons and cashiers are the Top 2 U.S. jobs by number employed, but with these advanced methods registers would be online, and there would be less jobs as cashiers in the market – many people could also be fired; secondly, assistance would be necessary in case of problems or malfunction of the systems. Despite the advanced technologies that made shopping online much easier for everyone, people still like to shop in retail stores if they have time, especially when it comes to supermarkets.Even though research shows that one of the main reasons why consumers don’t like to shop in a store is because of the huge lines they have to wait for. In fact, Amazon Go eliminates the issue but still gives the possibility to shop in a physical store, allowing clients to look and touch what they are buying.Amazon Go is the exact result of Amazon business model of innovation through the leverage of its brand. Amazon Go business model is B2B, Business to Business.The grocery market is also one of the biggest for Amazon, with a TAM of nearly $800BN market. Initial plans showed to build 2,000 grocery stores across the US over the next decade. The goal for Amazon is to become a big influence in physical retail, controlling the flow of products from its warehouses to the end consumer, opening up the possibility for a more robust delivery network and a retail presence that could rival Walmart and Target. In a world that continues to develop under the technological point of view, where smartphones have become a fundamental part of our lives, we strongly believe that AmazonGo is the future of supermarkets. In fact, because of the advent of technology that made everything easier and faster, people have lost the patience to wait both for an information or for a product or a service. Amazon Go represents one of the most significant revolutions, the change of a field that still needed improvements, the supermarket one, where people don’t have to do long lines every day to buy their products and don’t need for cashiers to simply pass the products throw a scan machine, where it can all be done through your smartphone.