Seattle Seahawks to offer Amazon ‘Just Walk Out’ at home field

Dan Berthiaume
Senior Editor, Technology
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District Market
The Seattle Seahawks are bringing 'Just Walk Out' to Lumen Field (Photo courtesy of Seattle Seahawks).

Lumen Field is opening a store featuring Amazon’s “Just Walk Out” checkout-free shopping technology and Amazon One palm-based entry and payment solution.

As a result, Lumen Field, home of the Seattle Seahawks pro football franchise, will become the first NFL stadium to implement both technologies in a single store, which will be known as District Market.

In collaboration with Lumen Field’s hospitality partner Levy and innovation studio DBK Studio, Lumen Field’s store equipped with Amazon’s technologies is scheduled to open in time for the 2022 Seahawks regular season.

The store will be located on the upper concourse in an upgraded area of section 323. District Market will offer a selection of assorted beer, wine, seltzers, and non-alcoholic beverages, along with local snacks and cuisine. Customers purchasing alcohol will be required to show their ID to a store attendant for age verification.

When a customer enters District Market, they can opt to insert their credit card at the entry gates or hover their palm over an Amazon One device to enter. Once inside, shoppers can take what they want and then leave after they’re done shopping. As they shop, Just Walk Out technology determines what they take from or return to the shelves, and the credit card they inserted or linked to their Amazon One ID will be charged for items they took after they leave the store.

Customers can enroll in Amazon’s Amazon One palm recognition and payment service at enrollment kiosks located outside the store. They can also enroll where Amazon One already exists, such as at select Amazon Go, Amazon Fresh, and Whole Foods Market stores.

Arenas implement Just Walk Out

Texas A&M Athletics, along with Levy and DBK Studio, are jointly equipping three food and beverage stores at the university’s football stadium, Kyle Field, with licensed Amazon Just Walk Out technology.

Other sports venues offering stores equipped with Amazon frictionless shopping technology include the recently opened, net-zero carbon-certified Climate Pledge Arena in Seattle (home of the Seattle Kraken NHL franchise), and New York’s UBS Arena (home of the New York Islanders NHL team).

“We are continually looking at new ways to innovate and modernize our fan experience, and we know fans will love the fast, convenient experience the Just Walk Out technology and Amazon One-enabled store will deliver,” said Zach Hensley, Seahawks VP of operations and GM, Lumen Field. “We are proud to bring this technology to our fans so they can spend more time enjoying the game.”

“We’re proud to be part of Lumen Field’s commitment to continuously innovating the fan experience, and are excited for the NFL season to kick-off with the opening of District Market so fans can see first-hand the convenience of Just Walk Out technology and Amazon One,” said Dilip Kumar, VP, AWS Applications. “Our goal is to help fans get back to their seats quickly without missing a moment of the action, so we’re excited to see how NFL fans enjoy the new store.”

“We’re excited to partner with the Seahawks and Lumen Field to bring Seattle fans an incredibly fast and convenient new way to enjoy their favorite food and beverage,” said Sandeep Satish, managing director of DBK Studio and VP of strategy & analytics for Levy at E15 Group. “Checkout-free experiences, like District Market, have taken off in a very short amount of time because they give fans unprecedented control and enable them to spend so much more time enjoying the event. We look forward to continuously growing these truly frictionless experiences.”