I’m a big fan of any technology that makes our lives easier. One example of this is Amazon’s Just Walk Out technology, which I consider to be the easiest checkout experience available today. Customers tap their credit card on a reader, walk into a store, pick up whatever they want, and then—as the name suggests—just walk out of the store. Everything is charged to your account automatically.
One of my goals at AWS re:Invent was to find out what’s new with Just Walk Out and what to look forward to. At the event, I met with both Rajiv Chopra, Vice President of JWO for AWS, and Sarah Yacoub, Senior Manager of Product Marketing, to get an update. Here are some of the key updates to Just Walk Out:
### Technology Deployment and Infrastructure Improvements
**Shift to “Lane Approach”**
Instead of a full store retrofit with cameras covering the entire space, the current stadium deployments are using a “lane of cameras” effectively placed outside the concession area. This significantly reduces the infrastructure size, camera count, and build-out complexity, making it easier to attach to existing structures.
**Reduced Infrastructure Footprint**
Improvements have been made in the size of the additional MDF and backroom area required, leading to a smaller physical footprint.
**Cost Reductions Through Technology Optimization**
Over the past few years, Just Walk Out has reduced deployment costs by approximately 50% through a combination of technology improvements and operational efficiencies. The AI algorithms have become exponentially more efficient, now handling variable ceiling heights (as low as six to seven feet), sloped floors, and inconsistent ceilings without requiring expensive general contracting changes.
Installation has been simplified through retrofitting capabilities that reuse existing fixtures, gate plates that eliminate the need to core into cement (reducing permitting requirements), and streamlined camera plans requiring less low-voltage wiring. These improvements reduce not just Just Walk Out costs, but total deployment costs including general contractor, electrician, and designer expenses, making the technology more accessible across verticals.
### Operational Models and Experience
**Just Walk Out Becomes “Just Walk In”**
In some travel locations, like Hudson Nonstop, the requirement to tap a credit card to enter was viewed by some consumers as a barrier to entry. This requirement has now been removed by enabling shoppers to enter freely, browse, select items, and complete the checkout/payment process at the exit instead of the traditional tap-to-enter model.
This change aims to reduce customer apprehension at the entrance while still delivering the same frictionless experience.
**Shrink and Loss Prevention**
Loss prevention is a huge metric for Just Walk Out. Retailers using the technology have seen double-digit percentage decreases in loss, making it a significantly better solution compared to manned self-checkout, which is often subject to theft.
The cameras monitor every customer activity and also act as a psychological deterrent. Stores with high levels of theft, such as CVS and Target, could benefit greatly from Just Walk Out as a much better alternative than locking up merchandise.
Cost has often been used as an excuse by retailers, but the amount of loss would far outweigh the cost of implementing Just Walk Out.
### Market Expansion and Adoption
**Global Presence**
Just Walk Out, initially launched in the U.S., is now available in Canada, Australia, the U.K., and France, with more countries to come.
**Store Count**
The company is currently quoting over 300 locations and expects multi-store deals to significantly increase this number throughout 2026.
**New Verticals and Value Propositions**
– **Stadiums:** This continues to be a focus for Just Walk Out with many new stadiums coming online in the U.S. and internationally. Notable venues include Allianz Stadium in the U.K., Marvel Stadium in Australia (the first Just Walk Out store in the Southern Hemisphere), Rod Laver Arena and Melbourne Cricket Ground in Australia, as well as Scotiabank Arena in Toronto and Scotiabank Saddledome in Calgary, Canada.
– **Fulfillment Centers / Business and Industry:** Just Walk Out is being deployed inside fulfillment centers, offices, and large factories to provide a 24/7 amenity to employees who have limited break times and limited nearby options (food deserts).
– **EV Charging Stations:** Just Walk Out technology is being used at EV charging stations such as Gridserve’s Electric Forecourts in the U.K. and IONNA’s Rechargery locations at rest area convenience stores, offering an unmanned, frictionless experience that differentiates the charging network.
– **Healthcare:** Hospitals are implementing Just Walk Out for gift stores and convenience stores, often integrating badge pay systems for night shift staff. One example is the University of California at San Diego Health’s McGrath Outpatient Pavilion.
– **Universities:** More than 60 locations have been deployed on campuses, integrating meal dollars and offering specialized late-night selections like ice cream and snacks in dorm residence halls. UC San Diego features five such stores on campus.
### Data and Integration
**Loyalty Integration**
One of the biggest barriers to historical adoption was that Just Walk Out did not integrate with loyalty programs such as season ticket holder apps. A couple of years ago, an NHL team CIO even mentioned that if his best customers couldn’t use the most convenient purchase method, he wasn’t interested.
Rajiv Chopra confirmed that this is no longer an issue—Just Walk Out can now integrate with almost all loyalty and payment programs.
**Real-Time Access Data**
Another challenge was the lack of real-time data availability. An NFL CIO once explained that the closest they could get to “real-time” sales data was based on information stored in an Amazon S3 bucket the next day. Many retailers, including stadiums, require real-time sales counts and inventory tracking.
This issue has now been resolved, with full integration into inventory systems allowing retailers to access sales data in real time.
### Challenges: Consumer Education and Awareness
The biggest remaining challenge for Just Walk Out is consumer education and awareness. In many cases, Just Walk Out branding isn’t front and center and takes a back seat to the store or a sponsor, which is common in stadiums and airports.
For example, at Harry Reid Airport in Las Vegas, the Hudson News location at the bottom of the escalator is a Just Walk Out-enabled store, but the branding is not prominent. Similarly, at the Golden 1 Center (home of the Sacramento Kings), the store is branded “PATH Grab and Go” after a sponsor.
This third-party branding leaves it up to consumers to understand which technology is powering the experience and how it compares to competitors like Ai-Fi and Zippin.
Another issue is general awareness. At many stadiums, you’ll often find long lines at traditional checkouts while Just Walk Out lanes remain underused. However, once consumers try Just Walk Out, they typically use it again because the experience is so easy.
To address this, retailers, stadium owners, and operators should consider investing in “concierge” personnel who can educate consumers on how to use Just Walk Out.
### Looking Ahead
Just Walk Out has grown significantly in both capabilities and deployment models and is poised to become the future of retail. With advancements in AI and camera vision, self-service models can be fast, accurate, and a win for customers—which in turn is a win for retailers.
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*Zeus Kerravala is a principal analyst at ZK Research, a division of Kerravala Consulting. He wrote this article for SiliconANGLE.*
*Photo credit: Amazon*
https://siliconangle.com/2025/12/18/amazons-just-walk-just-walks-new-use-cases/