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.


Oppenheimer Sees CNH Industrial as Top 2026 Agriculture Stock Pick on Dealer Consolidation Strategy
US Stock Futures Steady as Oil Prices Ease, Iran Talks Boost Market Sentiment
Gold Prices Slip as Stronger Dollar, Fed Rate Outlook Weigh on Bullion
Bernstein Raises 2026 Nickel Price Forecast as Indonesia Tightens Supply
Trump Urges Hall of Fame Induction for Roger Clemens Amid Renewed Debate
Oil Prices Slip but Stay on Track for Weekly Gains as U.S.-Iran Conflict Persists
Gold Price Rebounds as U.S.-Iran Tensions and Fed Minutes Keep Markets on Edge
Native American Groups Slam Trump’s Call to Restore Redskins Name
Japan Regional Bank Stocks Drop After Zentoshin Bankruptcy Sparks Credit Risk Concerns
AstraZeneca Shares Sink After Wainua Trial Misses Key Heart Disease Goal
Lockheed Martin, Rheinmetall Plan First ATACMS Missile Production in Germany
Los Angeles Mayor Says White House Must Reassure Fans Ahead of FIFA World Cup
Netflix, Disney, YouTube Eye FIFA World Cup TV Rights in Multi-Billion Dollar Battle
Kitron Q2 Revenue Beats Estimates as Defense Demand Lifts Growth
Trump Signs Executive Order Targeting Big-Money College Athlete Payouts
OpenAI Executive Fidji Simo to Step Down Amid Health Challenges Ahead of IPO
Fast Retailing Raises Full-Year Forecast After Uniqlo Owner Beats Q3 Profit Estimates 



