The document states that Amazon was expecting that it would “need to defend against Amazon-specific legislative threats” regarding JWO, because in California-one of its target alcohol licensing states-you can’t self-checkout with alcohol. One challenge for Amazon is that its physical stores, Fresh and Go, often use its infamous Just Walk Out (JWO) technology, and it’s difficult to verify a customer’s age to purchase alcohol if they simply leave the store before an employee can get to them. It continues to say that Amazon would be doing “positive regulatory and political outreach” in its target neighborhoods up to a year in advance to garner community support. It planned to license facilities and open alcohol-carrying stores in seven new states, five of which would require a “high degree of effort” to authorize, the document reads. “Unfortunately, it grows more difficult each year to achieve business wins as Amazon’s profile increases, and we are forced to spend more time and political capital defending our current geos and policies rather than proactively changing alcohol laws.”Īmazon, the document reads, wanted all of its outlets to have as many alcohol licenses as possible. “Our state-by-state approach has proved successful the past three years in securing key victories and opening new geos for expansion,” the document reads. The company wanted to take a “more aggressive strategy” to modernize alcohol distribution by eliminating state licensing caps, fully legalizing alcohol delivery, and competing directly with package stores and wholesalers. Even when ignoring the actual consequences of more lenient alcohol delivery laws entirely, the document lays bare the political power Amazon wields, and the matter-of-fact way it internally discusses exerting pressure and changing laws across the country in order to establish dominance in a market where it seeks greater profits.Īmazon planned to change state alcohol laws to its benefit in order to “unlock” the alcohol market in 2021, according to the document.
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