Amazon has announced that it will be removing its cashierless checkout systems from Fresh supermarkets in the U.S. This decision marks a shift in the company’s grocery strategy, as it will no longer include the Just Walk Out system in existing Fresh stores or new locations opening later this year. Instead, Amazon will be focusing on Dash Carts, which allow shoppers to track and tally their items as they place them in their carts, enabling them to skip the checkout line.
According to Amazon spokesperson Carly Golden, the company has been redesigning its Amazon Fresh stores over the past year to offer a better shopping experience, with an emphasis on value, convenience, and selection. This redesign has resulted in higher customer satisfaction scores and increased purchasing. The decision to remove the Just Walk Out system comes as a response to customer feedback, with many shoppers expressing a desire for features such as easily locating products and deals, viewing their receipt as they shop, and tracking their savings.
While Amazon will no longer be using the Just Walk Out technology in its Fresh supermarkets, the system will continue to be utilized in its Go convenience stores and smaller Fresh locations in the U.K. Additionally, Amazon will continue to license the cashierless system to third parties.
The Just Walk Out technology was introduced by Amazon in 2018 at a convenience store in its Seattle campus. The system uses a network of cameras and sensors throughout the store to monitor which items shoppers take and automatically charge them when they leave. This innovation was championed by Amazon founder Jeff Bezos, who saw it as a way to revolutionize the grocery market and eliminate the need for traditional checkout lines.
Since its debut, Amazon’s strategy around Just Walk Out has evolved, with the system being sold to food and retail shops in airports, sports stadiums, and hospitals. The unit responsible for the technology has also been moved from Amazon’s retail division to its cloud computing division.
Opinion:
In my opinion, Amazon’s decision to remove the Just Walk Out system from its Fresh supermarkets reflects the company’s commitment to constantly evolving and improving the customer experience. While the technology was innovative and certainly had its benefits, it is important for Amazon to listen to customer feedback and adapt accordingly. By focusing on features that customers value, such as product location, deals, and savings tracking, Amazon is demonstrating its dedication to providing a seamless and enjoyable shopping experience.
Overall, I believe that this shift in strategy will ultimately benefit both Amazon and its customers. By prioritizing customer satisfaction and convenience, Amazon is positioning itself as a leader in the grocery industry and setting a new standard for technology-driven shopping experiences.