Milwaukee Bucks launches Amazon ‘Just Walk Out’ store at Fiserv Forum

The Milwaukee Bucks have opened an Amazon Web Services-powered (AWS) retail outlet Market by Michelob Ultra store at their Fiserv Forum arena, which lets fans purchase food and beverages without queuing to check out their items.

The Market by Michelob ULTRA is the "first Amazon Just Walk Out in Wisconsin," said Sharlan Edmonds, Fiserv Forum's vice president of hospitality and strategy.

When the credit card is read or the palm has been identified, The Market by Michelob ULTRA's gates open.

Once inside, customers can shop for a variety of beverages, including beer, seltzers, and sodas. Snacks, like popcorn and cotton candy, are also available.

The technology detects when items have been taken from shelves and charges customers to a registered payment card, so customers essentially walk in, grab what they want, and go.

Peter Feigin, president of the Bucks and Fiserv Forum, said the store fulfills their goal of creating seamless service and an incredible environment and becoming innovators and technologically advanced going into the future.