In a bid to enhance customer experience at high-traffic retail venues, Amazon has developed an upgraded version of its Just Walk Out (JWO) technology, now incorporating RFID (Radio Frequency Identification) capabilities. This advancement aims to minimize wait times and streamline the purchasing process for consumers at various locations such as sports arenas and airports.
The standard JWO system has been operational for a while, relying primarily on camera vision to track what customers pick up. While effective, this system faced challenges with certain items, especially soft goods like clothing. The RFID-enabled version, showcased at the recent National Retail Federation’s annual event, can operate in diverse environments and even at pop-up retail events.
The new RFID checkout lanes eliminate the need for extensive back-end infrastructure, making them easier and quicker to set up compared to their camera-based predecessors. Nathan O’Neill, the director of technology for Just Walk Out at AWS, emphasized that this system only requires a basic network connection, facilitating rapid deployment in various settings.
Each lane is equipped with RFID antennas that begin reading item tags as customers approach. This technology ensures that all items can be accurately scanned, addressing issues encountered with the previous camera-based systems. A display within the lane shows customers what items have been detected and their total cost, allowing them to complete their purchase with a simple credit card tap.
Moreover, these lanes include additional functions like motorized gates that open after payment is processed. While the technology significantly automates the checkout process, it doesn’t replace staff entirely; instead, it shifts their focus towards enhancing customer assistance within the store.
The RFID lanes have further advantages, such as minimizing merchandise theft and improving accuracy. Initial deployments of this technology occurred at multiple pilot locations in 2025, including a notable presence at the Camp Flog Gnaw music festival.
The final takeaway from this innovation is the balance it strikes between efficiency and customer service. Customers using the RFID lanes can enjoy a seamless shopping experience without the traditional hassles of checkout lines, heightening the convenience and satisfaction of purchasing in busy environments.
