There's already social anxiety when people pay for things and walk past a security guard, or a security barrier. Whether it's an airport, or a clothes store, or a ticket barrier, there's always a nervousness about being called out.
It's bad enough in the Apple Store where you can pay and walk out, this will take some real getting used to.
Retailers are definitely pushing in that direction with things like Bluetooth LE beacons that talk to your phone. Plus store loyalty cards and the like, which have been around for decades. But those schemes have mostly been opt-out, apart from those weird stores that require membership cards.
Maybe I'm underestimating what other companies are already doing, but it seems like Amazon is pushing the envelope here.
I guess governments are increasingly doing this kind of thing too, and that's also very troubling, but the silver lining is that at least they aren't doing it so they can bombard me with targeted ads.