Amazon Go

Interesting that they say "Amazon Go is currently open to Amazon employees in our Beta program, and will open to the public in early 2017."

Generally "beta" implies that non-employees are using it. This is more of a dogfooding program (though maybe they wanted to avoid that term since they're selling human food this way!).

Amazon in Seattle is a large enough org that they can "beta test" something like this with 10k+ employees that don't work on anything related to it, and get basically the same feedback as opening to the public.

closed beta