SSE Belfast

SSE Arena Belfast introduces Just Walk Out technology

Amazon's checkout-free technology detects customers chosen items for purchase and charges their selected payment method
Pictured: Dermot McGinn and Claire Cosgrave of The Odyssey Trust

27 March 2024

The SSE Arena, Belfast has announced a collaboration with Amazon to implement Just Walk Out technology at the venue. This makes it the first indoor arena in Europe to offer checkout-free shopping.

Located on the first floor of the arena, guests will enter Pay & Away by using their chosen contactless payment method at the entry gate, with the technology then detecting what customers take from or return to the shelves and creating a virtual shopping session. 

When guests complete their shopping experience, they can leave without waiting in line, and their chosen payment method will be charged for the items taken.




Just Walk Out technology, powered by artificial intelligence like computer vision and deep learning, accurately determines purchases in retail environments. It has been implemented successfully in venues like TD Garden in Boston, Lumen Field in Seattle, and Scotiabank Arena in Toronto. Amazon developed synthetic datasets to replicate millions of shopping scenarios to ensure accuracy in various environments.

Dermot McGinn, group head of Food and Beverage, The Odyssey Trust, said: “Through a blend of convenience and speed, the introduction of this innovative new technology will ensure that our visitors can get back to the heart of the action as soon as possible, both during events and at Belfast Giants home games.”

Pay & Away will be the first Amazon Just Walk Out technology deployment in Ireland. The Stena Line Belfast Giants, based at The SSE Arena, Belfast, will also adopt this technology, making them the only professional ice hockey team outside of North America to offer it.

Jon Jenkins, vice president, Just Walk Out technology, Amazon, said: “We’re seeing tremendous interest in Just Walk Out technology from sports facilities across the globe for its ability to increase sales and throughput and delight customers. We look forward to hearing how concertgoers and sports fans alike enjoy the convenience of the new store.”

TechCentral Reporters

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