The new Just Walk Out technology-enabled store at the O2 is set to open in the summer of 2024. Credit: © Amazon.co.uk, Inc.

Amazon is set to expand its Just Walk Out technology to the O2, a premier live entertainment and retail venue in London, UK, by the end of 2024 

The O2 will become one of more than a dozen third-party locations in the country to use the Just Walk Out technology.  

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

Related Company Profiles

View all

The new Just Walk Out-enabled store at the O2 is set to open in the summer of 2024. It will be the first indoor arena in England to offer this frictionless shopping experience, allowing guests to quickly return to their seats with their purchases.  

Amazon has partnered with Adyen, a global financial technology platform, to ensure secure payment processing for the initiative. 

The O2’s adoption of Just Walk Out technology is part of Amazon’s broader strategy to introduce its seamless shopping experience to UK locations including retail stores, sports stadiums, entertainment venues, universities and airports.  

The O2 is also planning to launch Just Walk Out technology-powered self-serve bars.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

Just Walk Out technology uses artificial intelligence (AI), including computer vision and deep learning, to enable customers to shop without the need for traditional checkouts. 

To perfect the system, Amazon has created synthetic datasets that simulate millions of shopping scenarios.  

The technology is already in use in 150 third-party locations across the US, the UK, Australia and Canada. 

O2 commercial director Adam Pearson said: “Our strategic investments in technology are guided by our commitment to creating seamless experiences that our guests really value.  

“The integration of Amazon’s Just Walk Out technology is a direct result of our ongoing efforts, alongside our hospitality partner Levy UK + Ireland, to listen to our guests and implement solutions that meet their expectations for convenience and efficiency at every touchpoint.” 

In a separate development, Stackline, in collaboration with Amazon, has introduced a “multi-retailer attribution” solution.  

This tool aims to transform how brands evaluate the sales impact of their advertising.

By combining proprietary audience technology with Amazon Marketing Cloud, brands can now track consumer purchases driven by Amazon advertising across all major retailers, offering a holistic view of consumer behaviour.