Seattle is the testing ground as Amazon eyes its next big idea
The retail giant is expanding into the physical world with a series of trials in its home town. First came a book shop, but the real prize is in grocery
The buzz of a text message heralds the latest offer on Amazon’s Treasure Truck – a funky lorry bedecked with funfair lights and retro signs that appears at random in the streets of Seattle with a one-off discounted product for sale.
Alaskan cod, four fillets for $17, was the most recent item; a few days earlier it was two 16oz prime steaks for $40. Click on your Amazon app to buy your “treasure” and you’ll be told where the truck is so you can pick it up.
Shoppers scan their apps on entering the shop, put what they want in their bags, and walk out
The Treasure Truck is fun and gimmicky. Amazon founder Jeff Bezos is a master of PR and getting people excited