Amazon Fresh to Open in New England

The stores will be equipped with Just Walk Out technology.

November 29, 2021

Amazon Fresh Interior

SAUGUS, Mass.—Amazon is opening its first Amazon Fresh locations in New England, reports WCVB. Amazon Fresh will open its first New England location in Saugus, Massachusetts, and another Amazon Fresh is under construction in Braintree, Massachusetts.

Amazon Fresh locations feature Just Walk Out technology, which allows customers to bypass the self-checkout line and walk out of the store with their products. There are currently Fresh stores in California, Illinois, Maryland, Pennsylvania, Virginia, Washington state and Washington D.C.

The technology works by a combination of computer vision, sensor fusion and deep learning. Amazon equated it to what you’d find in a self-driving car. When shoppers arrive at the store, they can choose if they want to shop using Just Walk Out technology or the self-checkout lanes. If they choose the technology, they enter the store in three ways: by scanning the QR code in the Whole Foods Market or Amazon app, hovering their palm using Amazon One or inserting a credit or debit card linked to their Amazon account.

When shoppers are ready to exit with their goods, they can scan or insert their entry method again to exit. Customers who used the Just Walk Out technology receive a digital receipt, which is available on the Whole Foods Market app.

For customers who are shopping for more than a handful of items, Amazon Fresh locations offer the Amazon Dash Cart that keeps track of items as the go into the cart. Customers can then skip the line and exit through the store’s Amazon Dash Cart lane, where sensors automatically identify the cart, and the payment is processed using the credit card on the customer’s Amazon account.

Ninety percent of people used unattended retail as much as they had prior to the pandemic or more during the pandemic, reported NACS Daily, and more retailers are exploring ways to eliminate friction for customers, including skipping the checkout line. Choice convenience stores in Denver offer self-checkout, walkout technology and an app, which all sync and communicate with each other. According to Choice founder and CEO Mike Fogarty, this was intentional from the store’s inception.

Self-checkout technology has come a long way, but there is still room for improvements. Here’s how to successfully launch self-checkout in your business.