Brad Stone and Matt Day have a deep look at Amazon’s slowly evolving efforts to open and scale their own physical stores, which began with a “top-secret project to revolutionize grocery stores” started back in 2012. Those efforts, curtailed and modified, are what led to the Amazon Go checkout-less convenience stores. They are up to only 14 locations and still “some Go stores seem almost deserted except for the lunchtime rush. Employees familiar with Amazon’s internal projections say the outlets in Chicago, in particular, are falling short of expectations, and the company has had to resort to raffles and giveaways […]