Wales’ first Amazon frictionless store launches at Principality Stadium

The first Amazon frictionless store in Wales has been launched at Principality Stadium in Cardiff.

The store will provide fans with a faster way to purchase food and drink at the iconic stadium, using Amazon’s ‘Just Walk Out’ technology.

Guests use a contactless payment card to enter the store, select their items and leave without needing to use a checkout. Sensors in the store identify purchases and process payment automatically.

The store, developed in partnership with Aramark UK, is named ‘Now in a Minute’ after the Welsh expression. It will debut at the FA Community Shield football match on 16 August, when more than 70,000 supporters are expected to visit the Cardiff stadium.

Now in a Minute will stock confectionery, pies, soft drinks and alcoholic beverages.

The store joins a recent installation of more than 20 self-service eBars across the venue in a bid to modernise the concourse, increase transaction speeds and improve service.

Tomos Grace, chief operating officer of Welsh Rugby Union said: “We’re continually looking for new and innovative ways to enhance the experience for the millions of fans who visit Principality Stadium each year. The introduction of our new ‘Now in a Minute’ stores gives supporters a faster and more convenient way to access food and drink on event days.”

Tom Ford, vice-president of marketing, strategy and culinary at Aramark UK, added: “When we launched our partnership with Principality Stadium and the Welsh Rugby Union, we spoke about our ambition to put fans and visitors at the heart of everything we do. The launch of ’Now in a Minute’ is another important step on that journey, combining innovative technology with great hospitality to make the matchday experience even better.

“By making it quicker and easier for supporters to access food and drink, we can help reduce queues while enabling our teams to focus on delivering great service and creating memorable moments for guests across the stadium. We’re proud of what we’ve achieved together so far and excited about what’s still to come.”