Amazon is expanding its cashierless “Just Walk Out” (JWO) technology into the apparel sector, launching a new version that combines AI-powered computer vision with Radio-Frequency Identification (RFID) tags. This adaptation is designed to handle the complexities of clothing retail, where items are soft, foldable, and often tried on, making them difficult for camera-only systems to track accurately.
The new system will make its debut at Lumen Field, home of the NFL’s Seattle Seahawks, allowing fans to purchase team merchandise without stopping at a traditional checkout counter. Shoppers will enter the store using a credit card or mobile wallet, take the items they want, and simply walk out. The combination of ceiling-mounted cameras and RFID tags attached to each piece of clothing ensures that the correct items are automatically tallied and charged to the customer’s account upon exiting through a designated gate.
This move marks a significant strategic pivot for Amazon’s physical retail technology division. Earlier this year, the company announced it was removing the original JWO system from its larger Amazon Fresh grocery stores, citing challenges with scale and customer experience. However, this new RFID-integrated version demonstrates a renewed focus on tailoring the technology for specific retail environments where it can offer a distinct advantage.
By solving the unique tracking challenges of apparel, Amazon is not only enhancing the fan experience at sports venues but also positioning its JWO technology as a viable solution for third-party clothing retailers. The successful implementation could pave the way for wider adoption in malls and department stores, representing a major new market for the e-commerce giant’s AI-driven retail innovations.
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