Customer Experience

Australian league debuts Amazon tech at Marvel Stadium

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April 4, 2023

The Australian Football League is deploying Amazon's Just Walk Out technology at Marvel Stadium.

It's the first deployment in the southern hemisphere, according to a press release.

The news comes on the heels of Globe Life Field, home of the Texas Rangers in Arlington, Texas, deploying the technology at a pair of Express Grill outlets. The technology is in use at additional U.S. sports venues, including TD Garden, home of the Boston Celtics and Boston Bruins, and Climate Pledge Arena, home of the Seattle Kraken.

With Just Walk Out customers enter using a credit card, grab needed items and leave the store without having any check-out experience.

There are no more than 200 stores using the cashierless technology with new locations launching every week, according to Amazon. The locations include Amazon's Go stores, its Whole Foods Market stores, Amazon Fresh as well as third-party locations in the U.S., U.K. and Australia.

The stadium technology is available at two outlets known as "The Runner" — one food and beverage and one bar — in time for the early rounds of the 2023 Toyota AFL Premiership Season.

Just Walk Out technology uses AI capabilities including computer vision and deep learning techniques, including generative AI, to accurately determine who took what in any retail environment.

"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. Ultimately, this is about the fans, bringing them a next-generation stadium experience so they can spend more time enjoying the footy," Kylie Rogers, AFL EGM customer and commercial, said in the release.