Disclaimer: I don't work for Amazon. They didn't want to hire me.

> I’m not sure what the official goals of Go are but I always thought it was to remove friction during checkout.

I visited the Seattle store one evening in April while in town for an Amazon onsite. It was completely empty from customers but there was a dude sitting at the entrance to the alcohol isle asking for ids and a girl trying to fit some products into some curly thing.

Friction is (re)moved from point a to point b.

Classic 2010s tech play.