Here's why Amazon's new big box concept store proves shoppers no longer think in channels

Amazon recently unveiled plans for a big box store in suburban Chicago. The new concept closely resembles a traditional Walmart style supercenter in size and scope, while also incorporating Amazon’s digital and fulfillment capabilities.

This is not a spectacular market disruption, as some industry observers and analysts have claimed. Rather, it represents the acceptance of a now obvious reality: consumers no longer think in channels - they think in usage, simplicity, and efficiency. So says Antoine Truong, Head of Expansion at Shopopop.

In a LinkedIn post, he said: “While all retailers were gathered in NYC for NRF 2026, Amazon submitted a document in Orland Park, Illinois. This big box store could be called “the store of the future." But in reality, it simply reflects the natural evolution of consumer behaviour."

He noted that the 225,000 square foot store features:

A customer area : fresh food and everyday essentials in self-service.

Logistics area (back of house): customers order specific items through an app or in-store kiosk. Prepared in the back of the store and delivered to a pickup counter before they finish shopping.

Separated flows : dedicated paths for ship from store drivers and Click & Collect, preventing conflicts between in-store shoppers and order pickers.

Truong added: "Customers want to: buy groceries in the same place as the rest of their everyday purchases; benefit from competitive prices, immediate availability, and trust; and move between digital and physical experiences. In other words, this “store of the future” looks very much like what consumers already expect today."

2026 RTIH Innovation Awards

Physical stores will be a key focus area at the 2026 RTIH Innovation Awards.

The awards will open for entries in April. They celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Thursday, 15th October.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.