An article in the Wall Street Journal titled “Amazon’s Flow Image Recognition beats Barcode Scans” describes an app that enables Amazon’s customers to use their smartphone cameras to identify objects without the need to scan the barcode. This increases the speed of capturing objects e.g., entire carts, rather than individually identifying items by barcode. Does the use of the camera to identify items based on their markings intensify the competition between Amazon and traditional retailers ? How should grocery retailers react to such technology ? How might this technology increase the growth of private label, retailer exclusive products ?