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U.K. indoor arena The O2 to deploy Amazon 'Just Walk Out'

Amazon Just Walk Out rendering (Source: Amazon)
A rendering of the Amazon Just Walk Out environment (Source: Amazon).

The O2 will be one of more than a dozen third-party locations in the U.K. to offer Amazon’s Just Walk Out technology by the end of 2024.

The O2, a live entertainment venue in London, will become the first indoor arena in England to feature a store enabled with Amazon’s Just Walk Out frictionless shopping platform. 

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

The new frictionless store at The O2 will allow customers to tap their card or mobile wallet, grab drinks and snacks, and return to their seats without checking out. To enable secure payment processing at The O2, Amazon worked with global financial technology platform Adyen.

In addition to being present in more than a dozen third-party stores in the UK by the end of 2024, Amazon has Just Walk Out enabled in all 20 U.K. Amazon Fresh high-tech grocery stores. Currently, Just Walk Out technology is available at more than 150 third- party locations across the U.S., UK, Australia, and Canada.

"This store at The O2 is the latest step in our vision to bring this frictionless shopping experience to customers across the U.K. in places like sports stadiums, entertainment venues, airports, hospitals, universities, and more," said Jon Jenkins, VP, Just Walk Out technology, Amazon, in a corporate blog post.

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Arenas implement Just Walk Out

The planned Just Walk Out implementation is part of a larger trend of the frictionless shopping technology being deployed at stores within sports and entertainment arenas. 

For example, Globe Life Field in Arlington, Texas (home field of the Texas Rangers pro baseball team),  Seahawks Pro Shop Outlet at Lumen Field in Seattle and the net-zero carbon-certified Climate Pledge Arena in Seattle (home of the Seattle Kraken NHL franchise) all feature stores with a combined Just Walk Out-RFID technology implementation to enable checkout-free shopping for apparel and other softlines items.

Bridgestone Arena, the home arena of the Nashville Predators professional hockey team, recently started leveraging Amazon technology in a new cashierless convenience store. Fiserv Arena, home arena of the Milwaukee Bucks professional basketball franchise, provides a checkout-free shopping option with Amazon technology.

And 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.

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