The term phygital connects the physical and digital world that are inseparable today. Technology has become deeply ingrained in people's lives, which is especially evident with the growing use of smartphones and the growing technological awareness. This has greatly influenced the world of retail by changing the way of trading, but also consumer behavior. Consumers are becoming more demanding in terms of expecting a unique shopping experience. There are a number of phygital technologies available that retailers are already widely applying in their business. A particularly revolutionary way of doing business is the Amazon Go store, which uses a complex phygital concept in its business, which involves the application of a combination of advanced technologies called „Just Walk Out“. Because of its complexity, the Amazon Go store is at the focus of the research of this final paper as a practical example of the phygital concept application. It is too early to say with certainty whether this is an example of good practice, but the project itself is certainly astonishing in terms of innovation. The Amazon Go store captures the attention of many analysts, retailers, technology experts and many others. It can be said with certainty that the Amazon Go concept is pushing the boundaries of retail, and mostly thanks to the elimination of the need to wait in lines and pay at the checkout. The paper identifies a number of advantages and disadvantages along with the impact on the market.