Amazon GO is the latest innovation in the master plan of CEO Jeff Bezos to compete in the brick-and-mortar retail business. The new chain’s gimmick? No checkout, no lines, just shop and go! If it sounds like a 3D version of Amazon.com, that’s intentional. The concept of the new chain is touted by Bezos as ‘revolutionary” in its use of smartphone and geofencing technologies to streamline the customer experience.