SEATTLE – Visits to Amazon Go contrast traditional grocery stores in that they receive high traffic during the weekdays, and lower traffic on weekends, according to a new report from inMarket. The inMarket inSights report took a first-ever look at shopper behavior and visitation trends at Amazon Go stores in Seattle and Chicago. Amazon has said it might open as many as 3,000 Amazon Go stores in the future.
Three of the five stores in this analysis weren’t open on the weekends, which could indicate that Amazon might not view Go as a direct competitor to supermarkets—yet. The busiest day of the week was Wednesday, followed by Thursday and Friday.
Peak visit times include noon, 1:00 pm and 2:00 pm, followed by 8:00 am and 9:00 am. “Fresh, pre-made food is a big focus of the Amazon Go marketing strategy, and the visitation data supports that consumers are indeed stopping by for breakfast and lunch,” the report states.
The average amount of time customers spend in Amazon Go is 27 minutes, which could mean people like to explore the store or spend time in the seating area with their prepared foods. “If this is the case, it would underscore that Amazon Go customers are indeed treating it as more of a c-store restaurant hybrid, versus a grocery store,” the report says.
For any retailer—new or old—repeat customers are crucial to success. “At Amazon Go, retention does seem to be happening: 44% of shoppers in this study visited Amazon Go multiple times, versus 56% who visited only once.”