"No Lines. No Checkout. (No Seriously.)” trademarked by Amazon
The Intellectual Property Office has approved Amazon's grocery shop slogan after a trademark application was filed earlier this month. The slogan, "No Lines. No Checkout. (No Seriously.)", alludes to Amazon Go's bricks and mortar grocery shop, which allows customers to pay automatically for items as they shop. The application indicates that a UK launch is not far off. Amazon has been testing its checkout-less system in Seattle for a few months but it is restricted to Amazon staff. The EU is reviewing a similar trademark application.
A trademark has been approved by the UK Intellectual Property Office for Amazon‘s new grocery shop slogan.

Amazon Go, the revolutionary new concept grocery store that lets you pay for items automatically as you shop, is edging ever closer to opening in the UK.

On Friday Bloomberg announced that the slogan “No Lines. No Checkout. (No Seriously.)” had been approved in the UK, after being filed on May 11 by Amazon.

Another corresponding trademark is currently being reviewed by the European Union‘s equivalent trademark authority.

READ MORE: Amazon Go faces launch delays amid technical trouble

The slogan is used on Amazon Go‘s promotional Youtube video and hints that the retailer‘s arrival in the UK could be closer than expected.

In March the Wall Street Journal released a report which stated the new high-tech system had serious issues, meaning it only worked when less than 20 people were in the store, pushing back the expected role out of the store.

The retailer has been testing its checkout-less store layout in Seattle since early this year, but it has so far only been open to Amazon staff members.

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