Amazon debuted its cashier-less technology with the “Just Walk Out” technology at its grocery stores, but has now decided to remove it at US Amazon Fresh grocery stores. Instead, they are replacing it with the Dash Cart, a “smart shopping cart” that allows customers to scan groceries, link to online shopping lists, and check out their items. The company has been testing Dash Carts at some Fresh and Whole Foods locations in the past. Customers have not fully embraced the cashier-less technology, especially in grocery stores where they purchase larger quantities and face extra tasks like weighing produce. Amazon believes the checkout technology may be more seamless in smaller stores, like the Amazon Go convenience stores.
Amazon announced that they will continue to use the Just Walk Out technology in Amazon Go stores, smaller format Fresh stores in the UK, and third-party locations such as sports stadiums and college campuses. The company had used about 1,000 humans in India to help monitor accurate checkouts, but they are now reducing the number of human reviews as they develop the Just Walk Out technology. Customers entered Fresh stores using Amazon One palm recognition, the app, or a credit or debit card, with sensors, cameras, and deep learning tools automatically tracking items taken off the shelf and charging customers.
In addition to the Dash Cart, Amazon is also installing self-checkout kiosks and assisted checkout options at Fresh locations once they have transitioned away from the Just Walk Out technology. Other retailers, such as Dollar General, Walmart, and Costco, are also rethinking their reliance on self-checkout due to higher merchandise losses from customer mistakes and shoplifting. Amazon first opened its Amazon Fresh stores in 2020 and has since expanded to over 40 locations across the US, including adding cashier-less checkout to Whole Foods stores after acquiring the chain in 2017.
However, Amazon Fresh has faced setbacks since its debut, including challenges with getting shoppers to buy groceries at its stores and laying off workers. In response, Amazon announced in 2023 that they would be pausing Amazon Fresh store expansions starting in 2023. CEO Andy Jassy stated that the company is experimenting with different formats to find one that resonates with customers, with redesigned stores in Chicago and Southern California featuring new name brands, quick meal options, self-checkout kiosks, and Dash carts for customers’ convenience. The future of cashier-less technology in retail remains uncertain as companies continue to adapt and innovate to meet consumer demands.
