Amazon is removing its cashierless checkout systems at Fresh supermarkets in the U.S., and won’t include the Just Walk Out system in existing Fresh stores or new locations opening this year. Instead, the company will rely more on Dash Carts, which track items as shoppers place them in their carts, enabling them to skip the checkout line. Amazon spokesperson Carly Golden stated that the decision was made based on feedback from customers who wanted an improved overall shopping experience including better navigation, viewing receipts, and knowing savings while shopping.
In a move reported by The Information, Amazon is scrapping Just Walk Out technology at some Fresh stores, but will continue to use it in Amazon Go convenience stores and smaller Fresh locations in the U.K. The technology, which debuted in 2018 at an Amazon convenience store in Seattle, uses cameras and sensors to monitor items shoppers take and automatically charges them when they leave. Initially a project of Jeff Bezos, the system was intended to differentiate Amazon in the grocery market and eliminate the need to wait in line. Since then, Amazon has shifted its strategy around Just Walk Out, selling the technology to other businesses in airports, sports stadiums, hospitals, and moving the unit to its cloud computing division.
The decision to remove cashierless checkout at Amazon Fresh stores reflects the company’s ongoing effort to enhance the overall shopping experience for customers. While Just Walk Out offered the convenience of skipping the checkout line, feedback from customers indicated the need for improved features like better navigation, viewing receipts, and tracking savings while shopping. By moving away from Just Walk Out in favor of Dash Carts, Amazon aims to provide a more seamless and customer-centric shopping experience at its Fresh supermarkets.
Amazon’s initial foray into cashierless checkout technology with Just Walk Out was seen as a groundbreaking innovation in the retail industry. However, as the company continues to refine its grocery strategy, it has opted to prioritize features that customers value most. By focusing on enhancing navigation, providing receipt viewing capabilities, and enabling customers to track savings while shopping, Amazon aims to meet the evolving preferences and needs of its customers at Fresh supermarkets.
The decision to remove cashierless checkout systems at Amazon Fresh stores represents a strategic shift for the company as it seeks to refine its grocery strategy and prioritize customer satisfaction. By opting to rely more on Dash Carts and responding to customer feedback for enhanced features, Amazon aims to offer a more comprehensive and tailored shopping experience for customers. As the company continues to innovate and adapt in the competitive grocery market, it remains committed to meeting the evolving needs and preferences of its customer base.
