There’s a new cashierless checkout cafe opening at the Javits Center convention center in New York this weekend, and it’s going to be powered by Amazon’s Just Walk out technology.
According to press materials sent to The Spoon, the new Fresh and Fast cafe lets users swipe their credit card to gain entry, upon which they can grab the pre-packaged items they want and leave. There’s no need to checkout and the bill is automatically charged to their card.
More important than the actual opening of the cashierless store is the fact that Amazon is powering it. Amazon kicked off the whole cashierless store movement with the launch of its Amazon Go stores back in 2018. Since then, a number of startups such as Grabango, Trigo, Zippin and AiFi have sprung up to offer their own cashierless checkout services. This year in particular has seen a lot of activity in the cashierless checkout space with funding pouring in from investors and new cashierless stores opening.
But as all these companies duke it out with each other to win contracts to retrofit retailers’ stores, the looming threat in the background is Amazon licensing out its own cashierless solution. The opening of Fresh and Fast at Javits follows Hudson News opening up an Amazon-powered cashierless store at the Dallas Love Field Airport in March of this year. Much like IBM was to the business PC back in the 80s, could Amazon do the same with its cashierless checkout tech today? Will “you don’t get fired for buying IBM,” become “you don’t get fired for licensing Amazon’s cashierless checkout?”
The analogy is a little different because with its massive online business, Amazon takes revenue away from brick-and-mortar retailers. So real world store brands may not want to give Amazon more money by licensing its technology. But at the same time, Amazon’s technology has proven itself in public longer than its competitors. The sheer size and staying power of Amazon could actually be an incentive for retailers to pick Amazon’s cashierless checkout technology over younger startups. Retailers know Amazon’s technology works and that the company isn’t going to disappear overnight.
For those in NYC that want to check out Fresh and Fast, it’s located on the north concourse of the Javits Center.
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