The art of selling has always been a tough one, for it not only constitutes knowing what a consumer wants, but also how he or she wants it. Everyday businesses stumble upon and develop newer and better ways to innovate, sell and position their product/service. On that note of ingenuity and creativity, we look at the example of Amazon Go, a unique store where there are 2 main missing things, a checkout queue and store employees. A revolutionary step in the marketing and selling of FMCG products, Amazon Go is a bold move in this age. Customers only have to select their product and proceed to a scanning counter that accepts online payment through an app that specialises in providing the same. Needless to say there are several ups and downs in this concept which will be analysed by this paper. It would not be wrong to say that Amazon Go has set in motion, a spark of change in the FMCG distribution sector, one worth studying in detail and one which may dictate how future stores line up for us.