I have not visited an Amazon Fresh store, but there was an Amazon Go convenience store near where I worked a few years ago, and that experience was effortless:

I have not visited an Amazon Fresh store, but there was an Amazon Go convenience store near where I worked a few years ago, and that experience was effortless: you bloop your phone on the entry gate, walk in, look around, grab whatever you want, and then just leave. A moment later, your phone vibrates, and you have the receipt. I can see why Amazon might prefer to license out their tech instead of scaling it up to run their own full-size, low-margin business chain, though.