How Amazon helps shape the future of frictionless checkout

A visit to the Amazon “Just Walk Out” lab revealed the omnichannel giant’s visionary and open approach to its cashierless shopping platform. I recently had the opportunity to participate in a press tour of the labs and offices where Amazon develops its “ Just Walk Out” checkout-free shopping platform, which is both used by Amazon and licensed to third-party retailers.
While I have already covered the new multi-modal artificial intelligence foundation Amazon is using to support Just Walk Out (which itself is based on  generative AI technology), in this week’s column I want to take a closer look at a few strategic elements underpinning Amazon’s growth-oriented technological approach to frictionless shopping.