Long waits at the footy may seem inevitable. Entering the stadium, using the restrooms, and buying food and drink can all mean waiting in a queue, while a distant audience erupts loudly to the moment you are missing.

To help solve this, the AFL has announced that Melbourne’s Marvel Stadium is the first venue in the Southern Hemisphere to introduce Amazon’s Just Walk Out technology. The technology simplifies the shopping experience by removing checkout and helps consumers to get in and out quickly and seamlessly.

AFL has upgraded two outlets at the 55,000-seat stadium, giving fans the ability to grab food and drinks and get back to the game faster, thanks to a frictionless shopping experience. In the time it takes for a goal break, a Marvel Stadium fan will be able to get the refreshments they need without missing any of the action.

The new technology, which includes the use of cameras and sensors, and machine learning algorithms to process data, will be 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. Fans can simply use their credit or debit card, or mobile wallet payment option at entry, collect their items, and leave the store without having to wait in a queue to checkout.

“We are continually looking at new ways to innovate and modernise 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 Executive General Manager, Customer and Commercial

Computer Vision and Generative AI

Just Walk Out technology is made possible by artificial intelligence (AI) like computer vision and deep learning techniques, including generative AI, to accurately determine who took what in any retail environment. Amazon built synthetic datasets to mimic millions of realistic shopping scenarios—including variations in shop format, lighting conditions, and even crowds of shoppers—to ensure accuracy in any environment.

Shopping at a location powered by Amazon’s Just Walk Out technology is designed to be an effortless experience. The technology detects what shoppers take or return to the shelves, and creates a virtual shopping session. When guests have completed their shopping, they are able to leave the shop and their choice of payment method will be charged for the items they took with them.

“We’re thrilled today to launch the first Amazon Just Walk Out technology enabled store in Australia at Marvel Stadium. This frictionless shopping experience will change the game for AFL fans and ensure they can grab the refreshments they need and get back to their seat without missing any of the action.”

Barry Johnson, Vice President, Amazon Just Walk Out technology.

Tradition Delivered Fast

At a sporting stadium in Seattle, the Just Walk Out technology facilitated a 74% increase in customer throughput, and total transactions per game doubled, compared to the previous store design. Based on the success of this first store, the stadium has added three additional Amazon-powered stores to the stadium.

Attending the footy can be more enjoyable through innovation and the latest AI and cloud services. AFL and Amazon have removed a key barrier to an even more immersive and high-quality fan experience.

With this frictionless new shopping experience, shouting a round for your mates, without missing any of the excitement on the field, is now easier than ever!