Amazon has opened a grocery shop in west London — but, as is to be expected for the e-commerce giant, not all is what it seems.
Instead of queueing up for the tills, customers simply walk out with their shopping and are charged automatically via an app on their smartphones.
The 'Amazon Fresh' store achieves this contactless wizardry using cameras in the ceiling that track who takes what off the shelves.
This revolutionary, time-saving concept has been around for a while in the USA, but this Ealing shop is the first in Europe to use the technology.
MyLondon's John James went along to try it out.
He said: "When I arrived at the Ealing Broadway superstore I was greeted by a green-coated marshal who directed me to an expertly managed social distancing line.
"The store was tightly controlling how many people could be inside the shop at any one time through its high tech camera system.
"It remains to be seen if this will be a feature that remains after Covid, but I'm all for it if it means the shop is quieter."
Customers need to download an Amazon app on their mobile phone before they are allowed in as this generates a personalised QR code to scan at the door.
John continues: "Once I had scanned my Amazon code and obtained entry to the store, I was blown away by the selection on offer.
"I can pay it no higher compliment than to say it felt like a genuine supermarket - which is no mean feat when you consider the competition.
"The shelves were piled high with fresh produce and after stalking the aisles I could find no faults with the product selection.
"Quite simply, everything you would expect to find in a supermarket was there.
"What I found especially novel about the whole experience was the range of Amazon meal deals on offer amongst more established brands.
"I picked myself a cracking night in meal deal which consisted of a side and a main course for just £5.
"I also helped myself to a coffee from the store's machine and the speed of the grind was off the charts!
"Free from the constraints of queuing up at the end, I waddled around the store to my heart's content, unencumbered by petty concerns like trolleys or till chat.
"The only member of staff in a customer-facing role that I saw was an employee who had been tasked with checking customer id before the booze aisle.
"Even technology has limits."
Summarising his experience, John said: "It seems foolish to herald this as the future of shopping on its first day of opening, but I honestly feel it is.
"Of course there'll be people who are put off by the cameras scanning your every move and express reservations about providing a faceless retail behemoth with the intimate details of your shopping list.
"I understand their concerns, but truthfully I'm converted and really don't care.
"I never want to pay for a product at the till again."
