Marvel Stadium will become the first venue in the Southern Hemisphere to introduce Amazon’s Just Walk Out technology for checkout-free purchases, debuting at this weekend’s North Melbourne vs Sydney Swans match.
 
The move modernises the stadium’s food and beverage offering, giving fans the ability to grab food and drink and get back to the game faster, thanks to a frictionless shopping experience. 
 
The new technology will be available at two outlets known as ‘The Runner’—one food and beverage and one bar. Fans will 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 line to checkout. 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.

Just Walk Out technology is made possible by artificial intelligence 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 store format, lighting conditions, and even crowds of shoppers —to ensure accuracy in any environment.
 
The technology is currently in use at sports venues across the U.S., including TD Garden, home of the Boston Celtics (NBA) and Boston Bruins (NHL), and Climate Pledge Arena, home of the Seattle Kraken (NHL). 
 
Fans purchasing alcohol will be required to show their ID to a store attendant for age verification.

Kylie Rogers, AFL EGM Customer and Commercial, said the new technology enhances the stadium’s vision to be the most technically advanced stadium in the country.
 
“We are continually looking at new and innovative ways to improve our fan experience, and being able to bring Amazon’s Just Walk Out technology and the Runner outlets to the stadium, a first for Australia, a first in the Southern Hemisphere will deliver a new, fast and convenient experience.
 
“Ultimately, this is about the fans, bringing them a next-generation stadium experience so they can spend more time enjoying the footy.”
 
Rob Pickering, AFL GM Technology, said, “Partnering with Amazon to bring this technology to Australia is a great moment for our stadium and most importantly for the hundreds of thousands of fans who visit our venue every year.”

Barry Johnson, VP of Just Walk Out technology, said, “We’re thrilled today to launch the first 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.”
 
The project is supported by Marvel Stadium’s food and beverage partner Delaware North and the stadium’s Technology partner Telstra. 
 
Gary Brown, Managing Director at Delaware North, said: “Delaware North has seen the benefits of deploying Amazon’s Just Walk Out technology in many sports stadiums around the world, and we couldn’t be more excited to expand our partnership with Amazon and bring this technology to Marvel Stadium. This technology will make the food and beverage experience at Marvel Stadium fast and easy for fans and provide them with the ability to grab a quick bite or drink without missing a minute of the action.”
 
Nathan Gumley, Telstra Group Owner Energy, Home and Entertainment, said: “We’re proud of our ongoing role to make Marvel Stadium one of the most technologically advanced stadiums and entertainment precincts in the southern hemisphere. Our strategic partnerships with global leaders like AWS, combined with our video analytics, augmented reality and wayfinding solutions – underpinned by our leading 5G network and edge computing – are all helping to create more immersive fan experiences.”
 
For further information on the technology, visit justwalkout.com.