Amazon has come under harsh scrutiny for its treatment of employees in recent years, from accusations of systemically shortchanging paychecks to driving employee injuries by urging them to focus more on speed than safety. It might not be a dream career path for the average American, but for consumers, the multi-purpose company is driven by efficient customer service. They’ve mastered the art of promptly bringing packages to your door, but now, Amazon’s Just Walk Out technology is revolutionizing the shopping world. Its capabilities are undeniably impressive, although not everyone is ready for the takeover of artificial intelligence.
What Is Just Walk Out Technology?
The first store to offer the Just Walk Out experience was an Amazon Go convenience store in Seattle in 2018; now, over 100 third-party retailers across the country allow people to grab their items and leave without waiting in a line or partaking in a transaction. “They hated standing in lines in 1924, they hate standing in lines in 2024 and they’ll hate standing in lines in 2124,” Amazon Web Services Just Walk Out Vice President Jon Jenkins told USA Today. He says the tech is “extremely accurate,” though some shoppers have reported issues with overcharging since its launch.
Elsewhere, other people have expressed discomfort with data being collected about them as they shop. In 2022, Saturday Night Live performed a skit poking fun at the situation, as Black shoppers made exaggerated movements for the Amazon cameras for fear of being accused of shoplifting. Though the moment was funny, Jenkins has assured people that “you don’t have to modify your behavior in the store in any way to have it work correctly.”
How Does It Work?
So, what’s the science behind the Just Walk Out technology? According to Jenkins, camera and sensors on shelves rely on artificial intelligence to see what customers are taking/putting back to determine their charges. Sensors aren’t entirely reliable as they’re unable to detect weight changes of small, light items. Instead, Amazon applies “some computer vision technologies and deep learning technologies to create the customer’s receipt as they exit the store.” The company regularly updates their data with “synthetic videos” of “shoppers” grabbing items and putting them back so the AI can learn more.
There were rumors of 1,000 people in India working on the Just Walk Out technology project, which made headlines in April. It was suggested that these Amazon employees watch shoppers as they collect items, causing widespread discomfort. Jenkins has denied this, stating, “There is absolutely no real-time people-watching in store.” However, he did confirm that a human might be flagged to “spot check” a transaction if issues arise with the computers.
Stores Trying Out The Controversial Security Approach
As of April 2024, 140 third-party stores are using the Amazon Just Walk Out technology. Many of these are at airports, stadiums, theme parks, hospitals and college campuses; the overall number is expected to double before the end of this year. Currently, Seattle’s Lumen Field (home of the Seahawks and Sounders) houses nine locations that are enabled with the AI shopping experience. “Our goal is to get fans their snacks, drinks, gear and get them back to their seats as quickly as possible,” Zach Hensley, Seahawks vice president of operations and general manager of Lumen told USA Today.
Competitors are keeping up by launching scan-and-go apps, enabling shoppers to scan their items and pay from their phones. Grabango announced an Aldi partnership in the spring, opening a location in Aurora, Illinois to make customer’s lives easier. “The technology, which uses computer vision to identify and keep track of every item in the store, allows shoppers to exit the store without waiting in line or scanning items,” they explained in a news release. Rather than checking in when they enter the store, in this model, people stop at a Grabango kiosk on their way out to scan an app and complete the purchase. Similar technology is being used at Circle K and Chevron stores around the country, also arriving in some 7-Eleven locations in June.
What The Future Holds For Just Walk Out Technology
Though the shopping giant remains confident in its Just Walk Out technology, they have made some noticeable changes while rolling it out. In early April, they swapped out the AI system with Amazon Dash smart carts in 40 of their national Amazon Fresh grocery stores; these show prices on a screen before the customer walks out, resulting in less errors and shopper dissatisfaction. It seems the contactless payment model works better in smaller stores, but in larger shops, people feel more secure if they can verify how much they’re paying for each item. In the case of an incorrect charge, third-party partners using Just Walk Out handle their own refunds, but if a mistake occurs in an Amazon store, it’s easy enough to put in a request from the app.
