First spotted by Bloomberg, the filings show that the United Kingdom’s Intellectual Property Office signed off on Amazon applications to trademark the following slogans: No Lines, No Checkout. (No, Seriously.) and No Queue, No Checkout. (No, Seriously.) Late last year, Amazon also trademarked the Amazon Go logo in the U.K.
The No Lines, No Checkout phrase appeared in a promotional video for the Amazon Go concept. Amazon unveiled the concept, which will let shoppers pick up items off the shelves and leave without standing in line to pay, late last year. A store is open for beta testing, for Amazon employees only, at the base of the company’s Day One building in downtown Seattle.
Amazon did not immediately respond to a request for comments.
Bloomberg reports that a similar application is being reviewed by equivalent organizations in the European Union.
The Amazon Go store was supposed to open to the public early this year, but issues with the tracking technology has caused the company to reportedly push back the opening date. Several reports in recent months have cited challenges with the technology, which is key to the company’s vision of a checkout-free experience.