Amazon is making changes to its Amazon Fresh stores by removing its Just Walk Out Technology and replacing it with smart carts. The technology, which allowed customers to pay for items without waiting in line, will now be replaced with a system that lets customers skip the checkout line while also being able to see their spending in real time.
According to Amazon spokesperson Carly Golden, the decision to replace the Just Walk Out technology was made after receiving feedback from customers who wanted the convenience of skipping the checkout line but also desired to view their receipts and savings as they shopped. The new smart carts aim to provide customers with these benefits while still allowing them to bypass the traditional checkout process.
This decision by Amazon comes as part of a larger effort to revamp its Fresh grocery chain. The company’s Fresh stores, of which there are 44 across the country, primarily located in California, Illinois, Virginia, and Washington state, have been undergoing redesigns in the past year.
The Oceanside Amazon Fresh store, located at 3620 Long Beach Rd., opened in July 2022 in a former Waldbaum’s supermarket space. It is the only Fresh supermarket in New York state. Amazon also operates cashier-free convenience stores under the Amazon Go brand and owns Whole Foods, which it acquired in 2017 for $13.7 billion.
Despite initial predictions that Amazon’s entry into the grocery sector would disrupt the market, the company has faced challenges in finding a successful formula. In his annual letter to shareholders in 2023, Amazon CEO Andy Jassy acknowledged the struggles in the physical grocery sector and mentioned efforts to find the right approach for Amazon to have a larger impact in this space.
While Just Walk Out technology will no longer be available in Amazon Fresh stores, it will continue to be offered in Amazon Go stores and some smaller Amazon Fresh stores in the U.K. Additionally, Amazon plans to offer the technology to third-party retailers.
In conclusion, Amazon’s decision to remove Just Walk Out technology from its Fresh stores marks a significant shift in its approach to grocery shopping, as the company seeks to adapt to customer preferences and drive innovation in the industry.
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