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NASCAR partners with Amazon for frictionless shopping at racetrack

Fans at the upcoming NASCAR Championship Weekend will have a new checkout option.

Patrons at Phoenix Raceway will soon have the option to speed up their concessions shopping experience.

During the upcoming NASCAR Championship Weekend (Nov. 4-6), Phoenix Raceway in Phoenix, Ariz., will open its first store equipped with Amazon’s frictionless “Just Walk Out” technology and Amazon One palm payment solution. This marks the first time Amazon’s Just Walk Out technology and Amazon One will be used at a professional racetrack.

The checkout-free experience is enabled by computer vision, sensor fusion, and deep learning technologies. Customers will enter by inserting their credit card or hovering their palm over an Amazon One device at the entry gate. They can then select what they need from the assortment of products and leave.

The credit card they inserted or linked to their Amazon One ID will be charged for the items they took after they leave the store. Customers will be able to enroll in Amazon One at the enrollment kiosks located outside the store. They can also enroll where Amazon One already exists, such as select Amazon Go, Whole Foods Market, and Amazon Fresh stores.

“This advances our incredibly strong position as a leader in using the latest technology to create a world-class sports and entertainment destination. This has been at the core of our mission since our reimagining in 2018, and we will continue to innovate our fan experience in the years ahead,” said Julie Giese, president, Phoenix Raceway.

“AWS has a longstanding relationship with NASCAR as their preferred cloud provider, and we’re thrilled to collaborate with them on their Just Walk Out technology and Amazon One-enabled store at Phoenix Raceway,” said Dilip Kumar, VP, AWS Applications. “As one of the most prolific organizations focused on speed, it’s only fitting NASCAR would implement technology to help their race fans enjoy access to snacks and beverages as fast as possible.”

“The combination of Amazon’s Just Walk Out technology and Amazon One at Phoenix Raceway enables a unique, fast, and frictionless experience for NASCAR fans, especially for those who don’t want to miss a moment of the racing,” said Jon Jenkins, VP, Just Walk Out technology by Amazon. “This store marks the first time our palm identity and payment service, Amazon One, is being used at a professional racetrack, so we’re thrilled to collaborate with NASCAR and hear the feedback from their passionate fan base across Championship Weekend.”

Arenas implement Just Walk Out
A number of other sports and entertainment facilities have opened stores featuring Amazon Just Walk Out. For example, 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. 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, also recently opened two new “grab and go” locations equipped with Just Walk Out.

And 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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