Retailers bring 'em in for breakfastRetailers bring 'em in for breakfast

The smell of coffee greets customers when they swipe into the new Amazon Go in Midtown Manhattan (the city’s second location).

Most of the far-right side of the 1,700-square-foot convenience store is lined with breakfast goods. There are a dozen brands of yogurts in multiple flavors along with sliced fruit and cream cheeses in one refrigerated case across from a display of bagels from the much-loved local shop Ess-a-Bagel. Frittatas, oatmeal and various breakfast sandwiches can be heated in the microwaves at the front of the store. The coffee is centered between the two refrigerated breakfast cases. Starbucks branding indicates to bleary-eyed customers that they've found the source of caffeine they're looking for.

Once customers get the ha...