Just Walk Out Technology Now at Marvel Stadium

It’s a Southern Hemisphere first.

April 05, 2023

The Australian Football League has announced that Marvel Stadium, a multipurpose sports and entertainment stadium in the Docklands area of Melbourne, will be the first venue in the Southern Hemisphere to feature Amazon’s Just Walk Out technology for checkout-free purchases.

“We are continually looking at new ways to innovate and modernize our fan experience, and we know everyone will love the fast, convenient experience that Amazon’s Just Walk Out technology will deliver,” said Kylie Rodgers, the AFL’s executive general manager of customer and commercial. “Ultimately, this is about the fans, bringing them a next-generation stadium experience so they can spend more time enjoying the footy.”

According to Sports Pro Media, the move will transform the stadium’s food and beverage service, allowing fans to grab food and drink and get back to the game faster. The frictionless shopping experience will be available in time for the 2023 season.

Fans simply use their credit or debit card or mobile wallet payment when they enter the store, choose their merchandise and leave the store without having to checkout. Fans purchasing alcohol will be required to show their ID to a store attendant for age verification.

Just Walk Out technology is made possible by artificial intelligence that can accurately determine who took what in a retail environment. Amazon built synthetic datasets to mimic millions of realistic shopping scenarios—including variations of in-store format, lighting conditions and even crowds of shoppers—to ensure accuracy in any environment.

The technology is currently in use at sports venues across the U.S., including TD Garden, home of the Boston Celtics (NBA) and Boston Bruins (NHL), and Climate Pledge Arena, home of the Seattle Kraken (NHL).

This 2022 NACS Ideas 2 Go video highlighted Amazon’s Just Walk Out technology at T-Mobile Park.