At Amazon Go stores, the concept is simple: no queues, no cashiers. You can just take what you want and leave.
But judging by the image of the new shopping model mocked last night on Saturday Night Live, not every shopper seems to think so.
Amazon introduced the new concept in 2018, and since then there have been four checkout-free stores in downtown San Francisco. The sketch is a searing and ironic depiction of Amazon Go’s “Just Walk Out” technology and how the shopping experience may not be as easy for everyone.
In the fake ad, the white clientele seemed to get the point.
“Wow, that’s so easy,” the customer, played by Heidi Gardner, says as she picks up a box of brownies from the shelf and leaves the store.
But in a time of rampant racism in retail, some black shoppers at the store are quick to guess at the allegedly groundbreaking shopping experience.
“So you just want me to take something and leave?” the dubious Kenan Thompson asks the camera. “No, son.”
“But it’s so convenient,” insists the perky voice-over, dubbed by Cecily Strong.
As Strong tries to convince all Amazon Go shoppers that the pickup technology is beneficial for everyone, using techniques such as “sensor fusion” and “computer vision” to ensure shoppers enter and exit the store as efficiently as possible. they become even more insecure.
“Oh, okay, so this is a trap,” says Ego Nvodim.
From here, the stunning contrast between each customer’s experience becomes even more apparent.
When a shopper, played by Chloe Fineman, changes her mind about a box of muesli and simply puts it back on the shelf (the store’s tech promises to update the shopper’s virtual shopping cart afterwards), another shopper, played by Chris Redd, behaves differently.
“Okay, I’m putting the sandwich back, everyone. Today I decided to buy another sandwich,” he shouts meaningfully to no one in particular, before turning his empty bag upside down and shaking it for emphasis.
Finally, Zoë Kravitz, host of the evening and star of The Batman, shows up. her white assignment partner.
And later, Redd seems to be so suspicious of watching the store that he refuses to leave.
“Alexa! Search for “Amazon Go Store, Black Man Trapped,” he shouts.
Watch the full clip below: