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Fiserv Forum debuts Amazon ‘Just Walk Out’-enabled stores

The Market by Michelob Ultra store
The Market by Michelob Ultra store featuring Amazon Just Walk Out at Fiserv Forum.

The home arena of the Milwaukee Bucks professional basketball franchise is providing a checkout-free shopping option with Amazon technology.

Milwaukee-based Fiserv Forum is deploying Amazon’s Just Walk Out frictionless shopping solution for the first time in the state of Wisconsin. The new store, The Market by Michelob Ultra, enables fans to purchase drinks and snacks without having to wait in line to checkout.

Amazon’s frictionless “Just Walk Out” technology enables customers to take what they want without having to stop to check out. The Just Walk Out shopping experience is made possible by computer vision, sensor fusion and deep learning technology that detects what customers take from or return to the shelves.

The Market by Michelob Ultra store also features the Amazon One palm recognition service. Initially introduced at two Seattle-area Amazon Go stores in September 2020, Amazon One is designed to let customers use their unique palm signature to pay or present a loyalty card at a store. Customers can enter the store using just their palm. When customers have selected what they want from the store, they will exit and the credit card they inserted upon entry will be automatically charged for the items they took.

“Amazon’s Just Walk Out technology and Amazon One are designed to eliminate checkout lines and enable fans to enjoy a quick and frictionless shopping experience,” said Dennis Williams, senior VP and GM of Fiserv Forum. “The Market by Michelob Ultra is another reminder that Fiserv Forum is continuously raising the bar for world-class experiences, and we are thrilled to be the first location in the state to unveil this new shopping experience.”

“Fiserv Forum is the beating heart of downtown Milwaukee and we’re thrilled to become part of such an iconic venue and enable a unique shopping experience for fans,” said Dilip Kumar, VP of AWS Applications. “Equipping this store with Amazon’s Just Walk Out technology and Amazon One is the result of an ongoing collaboration between AWS, Fiserv Forum and Levy, focused on identifying new ways to creatively apply technology to elevate customer experiences.”

Arenas implement Just Walk Out
A number of other sports and entertainment facilities have opened stores featuring Amazon Just Walk Out. For example, Arena, the home stadium of the NBA’s Los Angeles Lakers and L.A. Clippers, the NHL’s L.A. Kings and the WNBA’s Los Angeles Sparks, opened two new “grab and go” locations equipped with the technology in October 2022.

And Lumen Field, home stadium of the Seattle Seahawks NFL franchise, is opening a store featuring both Amazon’s “Just Walk Out” checkout-free shopping technology and Amazon One palm-based entry and payment solution.

As a result, Lumen Field, home of the Seattle Seahawks pro football franchise, will become the first NFL stadium to implement both technologies in a single store, which will be known as District Market.

In addition, Texas A&M Athletics, along with Levy and DBK Studio, are jointly equipping three food and beverage stores at the university’s football stadium, Kyle Field, with licensed Amazon Just Walk Out technology.

Other sports venues offering stores equipped with Amazon frictionless shopping technology include the recently opened, net-zero carbon-certified Climate Pledge Arena in Seattle (home of the Seattle Kraken NHL franchise), and New York’s UBS Arena (home of the New York Islanders NHL team).

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