Bloomberg reports that one hurdle against rapid expansion would be the overall cost, with the first store needing more than $1 million USD in hardware. It also benefits Amazon if it cluster stores together city-wise so it can use a central food production facility. While Amazon has little in the way of competition for Go stores right now, Microsoft is said to be working on its own checkout-free technology.
Amazon currently has three cashier-less stores open, with plans for at least two more in the near future. And now it’s rumored that the company is planning for a speedy expansion plan. Sources say the company is planning to have 10 stores open by the end of 2018 and 50 by the end of 2019.