The days of the supermarket checkout are numbered as Amazon is gearing up to launch smart-phone based grocery stores in the UK.
Today the UK Intellectual Property Office has approved an application by Amazon to trademark its slogans “No Lines. No Checkout. (No, Seriously.)” and “No Queue. No Checkout. (No, Seriously.)”
The strap line is used in a promotional video for Amazon Go on YouTube that’s been viewed more than 9 million times.
It comes after the company has opened a futuristic test store under that name in Seattle that has no staff or checkouts.
Amazon Go replaces checkouts with sensors which record the items they pick up and charge them to an Amazon Prime account, letting customers walk out of stores without queuing.
Customers top up “virtual shopping carts” when they remove items from shelves and place them in their bags.
When they leave the store, Amazon adds up the cost of items purchased and charges shoppers’ accounts.
Speculation is also growing that Amazon is laying the groundwork to bring its checkout-free grocery store to towns and cities across Europe as a corresponding application is being reviewed by the European Union’s equivalent agency.
The arrival of Amazon to the UK high street poses a major threat to British supermarket operators like Tesco and Sainsbury’s, which are struggling to retain shoppers amid stiff competition from discounters Aldi and Lidl.
Amazon is already moving into the UK grocery market having launched an online grocery delivery in the UK called Amazon Fresh and has partnered with Morrison’s to bolster its product range.
A spokesman at Amazon declined to comment.
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