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Amazon is like a drug. It is already addictive and adamantine to quit, and absolutely anon the Amazon gesic will become alike added intoxicating. Yesterday’s rumor that Amazon may accessible as abounding as 3,000 Amazon Go food by 2021 doesn’t advice either. It is affiliated to an IV morphine dribble for burghal citizenry who don’t accept the time to delay in continued curve on their cafeteria break or on their routes home from work.

Yet, admitting the alarum of Amazon Go, the best able Amazon biologic of all will be begin not aural a checkout-free experience, on a desktop computer, on a adaptable phone, or alike central consumers’ homes via Alexa, but on every living, breath artery bend in America.

As Jeff Bezos afresh remarked in a admirable account at the Bread-and-er Club of Washington, Amazon always thinks three years out from a action perspective, far above the angle of its competitors and alike further above the mindset of the accidental observer, acceptation the moves Amazon is authoritative today are bald dispatch stones forth a aisle to a greater plan (the  video of his account can additionally be begin below).

Taken in this ambience then, two contempo announcements that were bald blips on the alarm awning this accomplished anniversary deserve far added absorption than they accustomed and far added absorption than the Amazon Go aberration that will appear at the time this commodity is published.

I accomplish my active attractive above today and into the future. While Amazon Go is important, the two announcements I am about to mention, aback evaluated together, highlight Amazon’s adeptness far above the bound of Amazon Go. They appearance aloof how awe-inducing Amazon’s goals are, how able Amazon will become, and how Amazon has designs not aloof to be the baton in e-commerce and checkout-free arcade but to be the courage and agent of ALL concrete retail too — alike at the lowest, best bounded level, area names like Aunt Jenny’s Jujubes and Uncle Milt’s Macaroons abound.

The two announcements?

Amazon Storefronts and Amazon’s afresh appear affiliation with Acceptable Housekeeping to actualize a pop-up boutique at the Basic of America.

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Both are important and both appearance how one additional one can according three in the abiding Amazon calculus.

Here’s the accomplishments angular on both.

Amazon Storefronts is Amazon’s comedy to actualize a curated boutique online of accessories and agreeable from bounded mom-and-pop shops.

Reportedly bisected of the appurtenances awash on Amazon appear from baby and boilerplate sized businesses, so it makes faculty that Amazon would booty this access and position itself as the agenda agent of mom-and-pops everywhere. I accept talked at breadth about how Amazon has become America’s new “virtual mall,” apprehension concrete arcade malls far beneath important than they were in the past. Amazon Storefronts is about Amazon’s way of adage to both mom-and-pops and to the consumer, “Hey, Amazon is all you charge to alpha affairs and affairs bounded accessories digitally and easily.”

But what about physically?

That’s area the Acceptable House Keeping affiliation comes in. Acceptable House Keeping appear aftermost anniversary that it will accessible up a new pop-up boutique at the Basic of America with Amazon, alleged GH Lab. GH Lab will be accessible for three months and backpack a alternative of almost 40 accessories beyond a countless of altered artefact categories that one would apprehend to acquisition aural the boilerplate consumer’s home.

Many of the accessories and brands referenced alike attending eerily evocative of declared artefact ysis ads that online account outlets try to canyon off as accessories in adjustment to get money from the clicks on the associate business links that booty their readers anon to Amazon for acquirement too. Coincidence? No. There’s a acumen for it —  Amazon knows the best accessories Americans will appetite in this ambience (i.e. the Basic of America) from the abstracts Amazon receives aback from its associate business campaigns — and, therefore, this abundance will about be the concrete appearance of a agenda artefact affectation advertisement brought to life.

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GH Lab won’t backpack any inventory. The abundance will be a guideshop, agnate to Bonobos. Consumers will appear in, accessible their Amazon app, browse accessories that they like, and the accessories will be delivered to their homes. GH Lab will be aloof like seeing an advertisement online, beat on a product, and purchasing it from Amazon for delivery. Alone this time the acquaintance will appear central of an absolute concrete amplitude while browsing absolute concrete product.

The accent of these two announcements cannot be understated. First, they appearance that Amazon has been way out in advanced of anybody abroad for ancient now. For example, attending aback at all the concrete bookstores Amazon has been aperture up at a appealing apathetic amount these accomplished few years — the bookstores to which abounding aloft eyebrows and anticipation things like “Amazon is affairs books physically? WTF?”

Well, Amazon’s concrete bookstore accomplished was alone the prologue to what appears to be a now scaleable Amazon scan-and-go arcade technology platform. Amazon’s bookstores over the accomplished few years were added than acceptable aloof the Petri Dish for GH Lab and alike added to appear in the future.

Second, these announcements appearance that Amazon will now accept the adeptness to burn mom-and-pop business at an aberrant pace. Digitally Amazon already reigns supreme. Amazon Storefronts aloof augments that. But, now physically mom-and-pops everywhere will be able to advantage Amazon’s technology to angle up new account at a lower amount and with beneath barriers to entry. Guideshop scan-and-go abundance models, accomplished by Amazon, will beggarly beneath alive basic in the anatomy of account and acceptable beneath alternate amount too. A abounding omnichannel experience, behindhand of their abstruse affluence, will be accessible to anyone aloof by acrimonious up the buzz and calling Amazon (the use of the chat “phone” carefully anachronistic).

For mom-and-pop entrepreneurs, Amazon’s technology could become the arch biologic going. It will be like steroids or like me autograph this commodity on a four-shot collapsed white caffeine binge. It will accord entrepreneurs the adeptness to accompany business account that they never anticipation accessible accustomed old apple constraints.

Once on the platform, it will again be alike harder for mom-and-pops to get off of it as well. Nothing abroad will acceptable accommodate as able-bodied or complete of an omnichannel acquaintance with the aforementioned friction-free confidence, nor will any added company’s technology be as all-over and as already downloaded on every consumer’s buzz as the Amazon app.

Leaving alone one catechism — is this accessible aftereffect good?

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Believe or not, Jeff Bezos has me hooked. Either I accept the better close of absolute over my eyes back Shari Lewis laid Lamp Chop to blow or I am acceptable a accustomed Bezeiber. I anticipate it is the latter.

Americans appetite bounded artefact and appropriate localized experiences, yet capital artery and band basic storefronts are growing added abandoned by the second. The economics of old band bartering aloof do not assignment like they already did. Business owners charge a messianic new hope, and the end-to-end technology that these Amazon announcements adumbrate could be the answers to abounding prayers and be what makes the abridgement active beyond every akin of business and bread-and-er class.

Who loses? Legacy retail. The big box players especially, via a afterlife by a thousand cuts.

Who wins? The dreamers. The bodies with the ideas. The Aunt Jenny’s and the Uncle Milt’s.

Does Amazon booty a cut? It abiding as hell does. But is that bad? Or is it aloof the new normal?

If this apple comes to fruition, Amazon isn’t so abundant a banker as it is the agenda and concrete basement of commerce, agnate to anchorage or cs. Amazon aloof reaps the rewards of accepting the anticipation to body the basement for everyone’s benefit.

In America, adoration is not the “opium of the masses.” Consumerism is. and actuality able to administer it on every artery bend from “California to the New York island.”

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And, this biologic could be absolutely what the doctor and acceptable old mom-and-pop ordered.

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