Get it in a “Dash” cart!

It’s a Good Day to Chirp!

Get your groceries in a dash seems to be Amazon’s objective with the introduction of the Dash Cart.

The Dash Cart shopping cart will soon be rolled out in Amazon Go Stores extending to users a total cashier free experience. These carts are no ordinary carts and are built using technology to record and processes payments instantaneously when goods are placed inside it before leaving the store. The carts are built to accommodate small and medium-sized trips.

The Dash Cart is equipped with computer vision cameras as well as weight sensors that identify products as items are place inside carts. Using the Amazon App Shoppers are simply required to scan a special QR code, located inside the Amazon app, to start using the cart, and walk through a special Dash Cart lane at the front end of the store when finished. The system logs the purchase using the credit card shoppers have on file with Amazon and emails a receipt.

The Dash Cart is the latest example of how Amazon is using its technology muscle to position it’s brand apart from retail competitors. Currently, Amazon continues to build out its grocery and convenience store footprint. Establishing the brand as one of convenient, user-friendly and provides an easy time-saving shopping solution which is of the utmost importance to consumers. Other retailers continue to provide scan-and-go programs that require shoppers to scan each product barcode as an alternative to conventional checkout lanes.

The Dash Cart also offers users features of an automated shopping grocery lists that is programmed to update realtime when items are placed inside carts, eliminating another task for consumers.

The system isn’t completely seamless, as shoppers will still need to enter PLU codes for any fresh produce they select and confirm the weight on the cart’s screen. The cart also limits shopping to two bags of items which will pose a challenge for shoppers as it is restrictive to the amount of groceries a shopper can purchase.

The main components of Dash Cart are the smart carts and a special checkout lane, the system appears to be portable which means Amazon could bring the smart carts to its Whole Foods stores, which have struggled to excite shoppers since the e-commerce giant took over in 2017.  Amazon could also effectively license the technology to other retailers.

Amazon isn’t the only company racing to offer advanced checkout-free technology. Firms like Grabango and Trigo Vision are replicating the Go experience for retailers while startups Veeve and Caper offer their own smart carts. Veeve, started by two former Amazon engineers, offers a similar login and product scanning system to the Dash Cart.

Amazon has named only one Southern California grocery store for its Dash Cart introduction, the company will look to scale it across its forthcoming chain. So far, Amazon has confirmed five locations for its yet-to-be-named grocery stores — two in Southern California and three in the Chicago suburbs.