The Seattle Seahawks and Lumen Field are expanding the stadium’s use of Amazon's Just Walk Out technology and Amazon One palm payment technology with new deployments at both retail and concession locations.
The new Seahawks Pro Shop Outlet is powered by Amazon's Just Walk Out technology, located in the northwest corner of the stadium's field level near section 140. Customers can grab apparel and leave through an exit gate, even while wearing their purchases.
Once a customer picks the item they want, they use their credit card or hover their palm over an Amazon One device to exit. When they pass through the exit gate, the credit card they used or linked to their Amazon One ID will be charged. If they do not purchase anything, they do not need to insert a card or hover their palm to exit.
"Fan feedback on our spaces powered by Just Walk Out and Amazon One has been overwhelmingly positive, so we are excited to build on that success," said Zach Hensley, Seahawks VP of operations and general manager, Lumen Field. "Fanovation is at the core of what we do, and we are proud to bring Just Walk Out technology to our outlet store so our guests can spend more time enjoying the game."
In addition to the Seahawks Pro Shop Outlet, Lumen Field will also install Amazon's Just Walk Out technology and Amazon One at four existing concession locations: Tutta Bella (section 137), two Local Dogs locations (sections 109 & 135) and Pizza Hut (section 107). With this latest deployment, Lumen Field now has the most Just Walk Out locations of any sports venue in the world, according to the company.
"Lumen Field has rapidly become the go-to destination for Seahawks fans to experience the latest in checkout-free technology," said Jon Jenkins, VP of AWS Technology. "From concession shopping and now clothing and accessories, Lumen Field is the leading location for innovative shopping experiences."
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.
Amazon One is a contactless way for people to use their palm to enter, identify, and pay. First-time Amazon One users can pre-enroll online with their credit or debit card, Amazon account, and mobile number. They can then complete the enrollment process in seconds by scanning their palm over an Amazon One device at Lumen Field, or anywhere Amazon One is available.