Dive Brief:

  • A Whole Foods Market in SouthGlenn, Colorado, will become the fourth of the specialty grocery chain’s stores enabled with Amazon’s Dash Cart technology, according to a Monday emailed announcement. 
  • In addition, Amazon One, the company’s palm-based frictionless checkout option, has been added to 11 Whole Foods Market locations in the Denver area.
  • Despite Amazon Fresh pausing store rollouts, the company is still bolstering its technology in Whole Foods locations and at other retail sites.

Dive Insight:

Amazon’s frictionless checkout technology is now available in more Whole Foods locations in Colorado’s capital city. The stores, located throughout the Denver area, including the communities of Belmar, Cherry Creek, Colfax, Colorado Boulevard, Governor’s Ranch, Highlands Ranch, Ideal Market Denver, SouthGlenn, Tamarac, Union Station and Washington Park.

In addition to Amazon One, the SouthGlenn location will have Dash Cart in the coming weeks, according to the announcement.

Dash Cart has been rolling through Amazon Fresh stores since 2020, and Amazon debuted a new version of the cart that fits more groceries and can be wheeled out to shoppers’ vehicles at a Whole Foods store in Westford, Massachusetts, in July 2022.

Amazon One is a feature found at select Amazon Fresh, Amazon Go and Whole Foods stores, per the announcement. The technology was recently introduced at Panera restaurants. The feature also is available at airport travel retailers in Atlanta, Dallas, Nashville and Los Angeles, and at several sports stadiums. 

The palm-recognition feature is voluntary. Customers enrolled simply hover their palm over the Amazon One device located at the checkout counter or point of sale and the card linked to their palm will be charged for their purchase. The announcement notes that Whole Foods stores equipped with Amazon One also offer traditional payment options for customers.


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