[New Report] Food and Beverage Trends Report

Discover the hottest Food and Drinks Trends of 2023 in our exclusive report 🍕

Find out more
Online Trends

Published January 22nd 2018

Amazon Go Data: How is the Internet Reacting to the Store of the Future?

The Brandwatch React team gets to grips with the Amazon Go data bursting from online conversations. Are people most excited about no lines or not having to deal with cashiers? Find out here.

The unstoppable tide of automation has sent forth a prescient wave of cash-less, cashier-less, cash register-less, (but not entirely employee-less) wonder in the shape of a grocery store.

Naturally, the Brandwatch React team has the social Amazon Go data.

The future is here

It’s been a year since Amazon first posted this still crazy vision of a future where you just walk in to a store, pick up what you want and walk out while technological sorcery works silently in the background to make sure you’re paying what you owe.

And today this mind blowing futuristic scene becomes a reality. In Seattle.

Amazon Go data: The top line stats

We decided to take a dive into mentions of Amazon Go the day before the opening of the first store and, of course, we found a whole lot of hype.

We tracked more than 24,000 mentions of Amazon Go across social media on Sunday 21st January.

On Twitter, the majority of those mentions came from men.

Twitter Amazon Go data shows that men are out-tweeting women about the new stores

If there’s a mention for everyone who’s going to show up for the opening of the store, expect to be waiting in line as if Apple just surprise-released an iPhone X2.

What are people most buzzed about?

Within the mentions we took a look at how the various features of the store were being discussed.

Were people most interested in the fact that there are no lines, or that they no longer have to speak to cashiers?

It appears that the cashier-less element is the most hyped aspect of the Amazon Go store, although if you’re heading there in hope of avoiding all aspects of human interaction you should know that there will be some employees in the store preparing food, stocking shelves and helping when you get confused about how this crazy new world works. You’ll also probably be surrounded by customers keen to give the new store a try and document the experience on Snapchat and Instagram and Facebook and Twitter.

If you’re looking for a store that fulfils your need for food and toilet paper and complements your solipsistic mood you may need to wait a few months before the hype dies down. Or, you know, order online.

What’s the internet saying?

Using the topic cloud component in Brandwatch Analytics we surfaced some of the most common words and phrases surrounding the new stores.

There’s an app for that

I was surprised at the popularity of this tweet in the conversation, especially when most of the retweets that happened on Sunday did not come from Seattle.

Regardless of whether all the retweeters from outside Seattle have downloaded the app and are making a journey down to the store, expect a line. People are literally going to get in line for a store that is designed to get rid of lines.

Store of the future

“Future” is an enormous part of the conversation, and there’s no doubt that the opening of Amazon’s pioneering new store marks a turning point in the retail world.


The technology that’s been developed for the stores no doubt comes at a high price.

Assuming the store is popular, other retailers will need to invest fast in keeping up, or Amazon’s rapid expansion could spell trouble for their competitors.

That said, whether people will actually enjoy the experience remains to be seen. My guess is that while we’ll see an uptick in rage tweets on job loss and think pieces on these stores being the scissors ready to cut up the already torn fabric of society, consumers will quickly adapt to the experience of seamless purchasing – whether it’s good for their bank balance or not.

Are you a journalist looking to cover our data? Email [email protected] for more information.

Share this post
Brandwatch Bulletin

Offering up analysis and data on everything from the events of the day to the latest consumer trends. Subscribe to keep your finger on the world’s pulse.

Get the data
facets Created with Sketch.
facets-bottom Created with Sketch.
New: Consumer Research

Harness the power of digital consumer intelligence

Consumer Research gives you access to deep consumer insights from 100 million online sources and over 1.4 trillion posts.

Brandwatch image
Brandwatch image
Brandwatch image
Brandwatch image

Falcon.io is now part of Brandwatch.
You're in the right place!

Existing customer?Log in to access your existing Falcon products and data via the login menu on the top right of the page.New customer?You'll find the former Falcon products under 'Social Media Management' if you go to 'Our Suite' in the navigation.

Paladin is now Influence.
You're in the right place!

Brandwatch acquired Paladin in March 2022. It's now called Influence, which is part of Brandwatch's Social Media Management solution.Want to access your Paladin account?Use the login menu at the top right corner.