Truly automated supermarkets were supposed to have an RFID chip on every single item, but that's a far cry from being cost effective. For similar reasons, vending machines haven't replaced supermarkets (or even convenience stores), even though they have been a mature technology for ages.

Instead, Amazon is moving towards Dash Carts, a scanner and screen are embedded in your shopping cart, allowing you to checkout as you shop.

Amazon Fresh stores will also feature self check out counters from now on, for people who aren’t Amazon members.

So now it's all self-checkout, and you either self-checkout with the cart or in a line. Far cry from the promise of "effortless" shopping.