retail news in context, analysis with attitude

Last week, in the piece about the new, smaller Amazon Go format that the company is testing in Seattle, I wrote the following:

Amazon founder-CEO Jeff Bezos has famously said that he wants Amazon Prime to be such a distinctive and attractive service that it would be irresponsible for people not to be members. As it rolls out various versions of Amazon Go - this likely is just one of many on the drawing board, which can be placed in a wide variety of locations and venues - keep in mind that they require Amazon Prime memberships to get shop there.

I goofed on this. In fact, one has to have the Amazon Go app, which is linked to the credit card used when shopping on Amazon … but you don’t have to be a Prime member to shop at a Go store.

While I was wrong in making this statement - no excuses, no explanation - I think it can be argued that a major Amazon priority is to convert people who shop on its site and, I think, at any of its bricks-and-mortar stores, into Amazon Prime members. The data generated by any purchase from any Amazon entity can be used by Amazon to seduce you into its Prime continuum.

I think, in the end, that the statement I made after the erroneous comment still stands:

This is not an initiative taking place in a vacuum. It is all part of an integrated and strategic whole, part of a puzzle that is being put together with nuanced foresight, and insight. That’s what you’re competing with if you happen to be in a customer-centric business not named Amazon.

That said, I was wrong in the Amazon Go/Prime observation, for which I apologize.

Mea culpa, mea culpa, mea maxima culpa.
KC's View: