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Is Amazon Fresh Parting Ways with Just Walk Out Technology?


Apr 2, 2024

Amazon Fresh is undergoing a change in its checkout strategy by introducing smart Dash Carts. The company has been working on reimagining its grocery strategy, with a focus on achieving success with its Fresh business. Instead of using its Just Walk Out technology, Amazon’s next generation of Fresh stores will rely on Dash Carts for a seamless checkout process.

In August, Amazon unveiled redesigned Fresh stores in Illinois in an effort to create a top-notch grocery shopping experience. Acknowledging the challenges faced due to external factors impacting the business environment, Amazon CEO Andy Jassy mentioned that his retail teams are working on enhancing the Amazon Fresh operation. The company is experimenting with various aspects such as selection, checkout formats, assortment, and price points to improve the overall experience for customers.

The experimentation seems to have paid off, as Tony Hoggett, Amazon’s SVP of grocery stores, confirmed that the new batch of Fresh stores will not use Just Walk Out technology. Instead, they will implement Dash Carts, which are smart shopping carts equipped with a scanner and screen to allow customers to check out as they shop. Dash Carts also help shoppers navigate the store, discover new items, and find the best deals.

While the new Fresh stores will not feature Just Walk Out technology, Amazon will continue to use it in a small number of Fresh stores in the U.K. and some Amazon Go stores. The company’s Seattle-based operations are ranked No. 2 on The PG 100 list of the top food and consumables retailers in North America. Whole Foods, based in Austin, Texas, has over 500 stores in the U.S., Canada, and the U.K., and both companies have been named Retailers of the Century by PG.

By editor

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