After launching Amazon Fresh, an online food delivery service, in numerous cities just a few years ago, Amazon has now decided it has to go “offline” to capture incremental share of the grocery market. As such, the company today revealed its first brick-and-mortar small-format grocery store, Amazon Go, one of at least three formats the online retail giant is exploring as it makes a play for a higher share of grocery spending. With in-store technology designed to track customers’ every step, the Amazon Go concept promises “No Lines” and “No Checkout.”