Joanne Moretti screengrab

Amazon has made a lot of promises with regards to its flagship store in Seattle.

A queue-less, hassle-free experience was the expectation.

Picture:Picture: David Ryder/Getty Images

The Amazon website calls it a:

New kind of store with no checkout required. We created the world’s most advanced shopping technology so you never have to wait in line.

No lines, no checkout. (No, seriously).

Unfortunately, Amazon has got themselves in a bit of a pickle. You see, people who visit the shop do have to wait in line.

A big one.

People noticed the irony...

Waiting in line... so you don't have to wait in line. Right.

It must be noted that Amazon Go offers a "check out free experience". It said nothing about lines getting in to the store.

Others pointed out the line was due to nothing more than novelty hype - it'll wear off.

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