Amazon is making the decision to remove its cashierless checkout systems at Fresh supermarkets in the U.S., opting to rely more heavily on Dash Carts instead. The system, known as Just Walk Out, will not be included in existing Fresh stores or new locations set to open later this year. Customers have expressed a desire for a better overall shopping experience, including the ability to easily find nearby products and deals, view their receipt as they shop, and know how much money they are saving throughout their shopping trip.
Amazon’s Go convenience stores will continue to utilize Just Walk Out technology, as well as smaller Fresh locations in the U.K. The company will also continue to license the cashierless system to third parties. The technology, which was initially introduced in 2018 at a convenience store in Amazon’s Seattle campus, uses cameras and sensors to monitor items that shoppers take with them and automatically charges them when they leave. The system was a vision of founder Jeff Bezos, who aimed to differentiate the company in the grocery market and eliminate the need for physical checkout lines.
Initially, Amazon viewed Just Walk Out as a solution to the inconvenience of waiting in line at stores. However, the company’s strategy around the technology has since shifted. In 2020, Amazon began selling the systems to various food and retail establishments in airports, sports stadiums, and hospitals. Furthermore, the technology has been moved out of Amazon’s retail group and into its cloud computing division. While customers appreciated the convenience of skipping checkout lines with Just Walk Out, they also desired a more enhanced shopping experience with greater convenience and selection.
Amazon’s decision to remove cashierless checkout systems at Fresh supermarkets comes as part of a larger recalibration of its grocery strategy. The company has been redesigning Amazon Fresh stores over the past year to offer improved value, convenience, and selection. This has resulted in higher customer shopping satisfaction scores and increased purchasing. While eliminating Just Walk Out from Fresh stores, Amazon will continue to focus on providing customers with an enhanced shopping experience through other means such as Dash Carts, which allow shoppers to track and tally their items as they shop and skip the checkout line.
Despite the removal of Just Walk Out from Fresh supermarkets in the U.S., Amazon plans to continue using the technology in its Go convenience stores and smaller Fresh locations in the U.K. The company will also license the cashierless system to third parties. This decision reflects Amazon’s ongoing efforts to adapt and refine its grocery strategy to better meet the evolving needs and preferences of customers. Overall, Amazon remains focused on providing customers with a seamless and convenient shopping experience, whether through cashierless technology or other innovations designed to enhance the retail experience.
