Nascar Taps Amazon’s Just Walk Out To Improve Phoenix Raceway Fan Experience


Phoenix Raceway will be the first professional racetrack to use the technology. Fans tap their cards upon entry and are charged automatically once they leave

Nascar fans attending this weekend’s championship finale at Phoenix Raceway are set to benefit from a partnership with Amazon, with the technology giant’s ‘Just Walk Out’ and ‘Amazon One’ technology both being utilized at a professional racetrack for the first time.

The innovations allow fans to purchase snacks and beverages without waiting in line at the checkout. Fans can insert their payment card or hover it over an Amazon One device at the entry gate and they will then be charged upon exit.

The checkout-free experience is made possible by the same technologies used in self-driving cars: computer vision, sensor fusion, and deep learning.

“This advances our incredibly strong position as a leader in using the latest technology to create a world-class sports and entertainment destination. This has been at the core of our mission since our reimagining in 2018, and we will continue to innovate our fan experience in the years ahead,” said Julie Giese, current president of Phoenix Raceway, who will be replaced by Latasha Causey on 28th November.

Jon Jenkins, Amazon’s vice president responsible for Just Walk Out, added: “The combination of Amazon’s Just Walk Out technology and Amazon One at Phoenix Raceway enables a unique, fast, and frictionless experience for Nascar fans, especially for those who don’t want to miss a moment of the racing.

“This store marks the first time our palm identity and payment service, Amazon One, is being used at a professional racetrack, so we’re thrilled to collaborate with Nascar and hear the feedback from their passionate fan base across championship weekend.”

SportsPro says…

This represents a step into the future from Nascar, with a clear emphasis on consumer experience. It remains to be seen just how much of an effect this will have, but eliminating the need for queuing can only be good.

As the first professional racetrack to utilize this technology, it highlights how much the stock car racing series is looking to innovate. Whether it’s the experimental 3D advertising boards going up around Phoenix, or the first-of-its-kind sponsorship deal with the University of Alabama, Nascar is not standing still when it comes to improving the product for fans attending events.