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In 2012, Amazon founder Jeff Bezos was asked by TV host Charlie Rose whether his e-commerce company would ever venture into brick-and-mortar stores. Bezos said shoppers were well-served by existing physical retailers and that Amazon wasn’t interested in launching a “me-too” product.

“We want to do something that’s uniquely Amazon,” Bezos said. “If we can find that idea, and we haven’t found it yet, but if we can find that idea, we would love to open physical stores.”

Six years later, Amazon landed on a revolutionary retail concept that it hoped would transform how people shop in brick-and-mortar stores. The company launched its first Amazon Go convenience store featuring a new kind of technology, called “Just Walk Out.”

In practice, customers would be able to load up their cart and exit the store without standing in a checkout line. Amazon soon brought cashierless checkout to its Fresh supermarkets and two Whole Foods locations. In 2020, the company began licensing Just Walk Out technology to third parties, signing on retailers in stadiums, airports and hospitals. 

But the company has since taken a sideways turn.

In April, Amazon announced it was removing cashierless checkout from its U.S. Fresh stores and Whole Foods locations, a move that coincided with CEO Andy Jassy’s efforts to rein in costs to meet rapidly changing macro conditions.

As part of that effort, Amazon also reevaluated its retail plans. The company discontinued some of its retail chains, closed eight Amazon Go stores, and hit pause on new Fresh store openings. It’s launched a handful of new Fresh stores in recent months.

In place of Just Walk Out, which typically requires ceiling-mounted cameras, shelf sensors and gated entry points, Amazon Fresh stores and Whole Foods supermarkets will feature Dash Carts. The carts track and tally up items as shoppers place them in bags, enabling people to skip the checkout line. Amazon continues to use Just Walk Out in its grab-and-go marts and UK Fresh stores. 

A woman uses a dash cart during her grocery-shopping at a Whole Foods store as Amazon launches smart shopping carts at Whole Foods stores in San Mateo, California, United States on February 25, 2024. The smart shopping cart makes grocery shopping quicker by allowing customers to scan products right into their cart as they shop and then skip the checkout line.

Tayfun Coskun | Anadolu | Getty Images

The main challenge for Amazon and other startups working on autonomous checkout is the need to scale it to enough locations and retail categories that it becomes a natural part of in-store shopping, said Jordan Berke, founder and CEO of retail consulting firm Tomorrow.

“Until that’s the case, it’s an uphill battle,” Berke said. “These technology providers, Amazon included, are going to have to subsidize and continue to invest to train the retailer, train the consumer, train the market, that this is a mainstream experience that we can all trust and not need to think about as we walk in and out of a store.”

‘The hardest problem to solve’

At one point Amazon saw Just Walk Out becoming a core part of the experience of shopping in its physical stores. The company in 2018 planned to open as many as 3,000 Amazon Go stores within a few years, Bloomberg reported at the time, citing people familiar with the plans. 

Bezos had assigned top talent from across the company, including a longtime Amazon executive who built the original Kindle e-reader, to work on cashierless checkout. The technology was considered a key ingredient in Amazon’s long-running pursuit to become a giant in the $1.6 trillion U.S. grocery market. 

When Amazon debuted Just Walk Out in January 2018, it was a “quake moment” for the industry, causing Walmart and “almost every other retailer” to leap into action and consider developing their own vision-based checkout systems, said Berke, who previously led Walmart’s e-commerce business in China.

Amazon and other retailers soon learned that automating the checkout process is “the hardest problem to solve,” Berke said. Cashierless checkout systems require a hefty upfront investment to blanket a store with overhead cameras and hire staff to label and review shopping data.   

“It meant a store had to dramatically increase its sales in order to pay off that investment,” Berke said. 

Walmart teams found as part of a cost analysis in early 2019 that it would run a retailer between $10 million and $15 million to create a similar computer vision-based checkout system for a 40,000 square foot supermarket, Berke said.

Just Walk Out became an expensive project for Amazon, too. In 2019 and 2020, the company shelled out roughly $1 billion per year, including research and development costs and capital expenditures, to “learn and scale” the technology, Berke said. He said those figures are based on discussions with a former Just Walk Out executive who left Amazon to join Walmart. Amazon didn’t provide a comment on the figures.

Many retailers have since moved on from computer vision in favor of simpler methods like mobile checkout through an app, Berke said. 

Walmart uses a self-checkout app in its stores, while supermarket chain Kroger has been experimenting with Instacart’s Caper connected shopping carts at some locations. Retailers like Target and Dollar General are rethinking self-checkout entirely due to concerns of rising theft in their stores, and have added more traditional checkout lanes.

While it’s no longer featuring Just Walk Out as prominently in its own stores, Amazon says it has inked deals with a growing list of customers. More than 200 third-party stores have paid Amazon to install the cashierless system. The company expects to double the number of third-party Just Walk Out stores this year, Jon Jenkins, who previously served as vice president of Amazon’s Just Walk Out technology, said in a recent interview. Jenkins departed Amazon in late September to become technology chief of electric bike and scooter startup Lime, according to his LinkedIn page.

Jon Jenkins, Amazon’s former vice president of Just Walk Out technology, gives a tour of the mock convenience store where the company tests its cashierless checkout system in Seattle, Washington, on August 22, 2024.

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Jenkins disputed characterizations that Amazon’s phasing out of Just Walk Out from its own supermarkets represents a setback or a sign of the technology’s demise. He said Amazon proved through tests in its own grocery stores that the technology is “incredibly capable,” noting it deployed the system in large supermarkets with “600 people in the store at the same time.”

Other startups such as AiFi and Grabango have developed autonomous systems for supermarkets, convenience stores and other retailers, but widespread adoption has been slow, as the technology remains costly and challenging to operate in large store formats. 

Inside the lab

Amazon is still fine-tuning its Just Walk Out technology.

In August, CNBC got the first on-camera look at a mock convenience store where Amazon tests the system before deploying it in third party retailers and its own stores. 

The testing lab, which it calls “beverage base camp,” is located in Amazon’s Seattle headquarters. It has faux gates that mimic the experience of scanning your smartphone or credit card to enter a Just Walk Out store. The walls are lined with shelves of typical grab-and-go products like Milky Way bars, pita chips and gum, and there are coolers stocked with Coke cans and other beverages.

Amazon sets up Just Walk Out stores by first creating a 3D scan using LiDAR machines or iPads that help it determine where to place cameras so they have the clearest view.

“The goal is to have the fewest number of cameras possible, so we optimize the camera placement so that we can get enough coverage on each fixture to see what is happening in the store,” Jenkins said.

The system determines what shoppers purchased using several inputs, including the 3D scans, a catalog of product images, the video footage, and weight sensors on the shelves. Amazon in July updated the AI system behind its Just Walk Out technology to handle all the inputs in a store simultaneously.

The new “multi-modal” system can generate receipts faster by more accurately predicting which items shoppers have picked up and put back on shelves. The company said these changes should make it “faster, easier to deploy and more efficient” for retailers who install the system in their stores.

Amazon’s “primary focus” is selling the technology to third-party businesses and deploying it in small to medium-sized store formats, where the system “tends to generate a little better [return on investment],” Jenkins said. Earlier this year, Amazon also began selling its connected grocery carts to third parties. 

Amazon in September announced several new third-party Just Walk Out stores at universities and sports stadiums.

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At one Just Walk Out store, inside Seattle’s Lumen Field, home to the NFL’s Seahawks, the company said it boosted sales by 112% last season, with 85% more transactions during the course of a game.

“It was awesome that we had our own stores as the laboratory to sort of build and launch this,” Jenkins said. “But over time, like many things at Amazon, the success of this project and the product will depend on third parties adopting the technology. There will always be more third-party stores in the world than there will be first-party stores.”

Amazon has used a similar playbook in in the past. Amazon Web Services, the company’s wildly successful cloud-computing unit, originated from the company’s need for IT infrastructure to support its fast-growing online retail business. And in recent years, Amazon has leveraged its logistics and fulfillment network to provide services for third parties. 

With Just Walk Out, Amazon faces the challenge of convincing retailers that they can trust one of their biggest competitors with handling valuable shopper data. 

In 2022, Amazon moved the team behind Just Walk Out from its retail organization to AWS. It marked one of the clearest signals yet that Amazon is serious about selling the technology to other retailers, and could help ease some fears among rivals. 

“They’re clearly in sales mode,” said Sucharita Kodali, retail analyst at Forrester Research, in an interview. 

Kodali said Amazon still has a “long way to go” before the technology is ubiquitous. Getting there will require patience from Amazon investors and data that shows both retailers and shoppers are embracing the technology. 

“There’s almost a viral effect that will occur over time,” she said. “It’s just going to take a long time because you’ve got to cycle through everybody in America having this experience, and for the most part, it’s just Amazon fighting this fight right now.”

Watch the video for a behind-the-scenes look at Just Walk Out: https://www.cnbc.com/video/2024/10/02/amazon-is-making-a-big-bet-on-selling-cashierless-tech-to-outsiders.html

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Nvidia just spent over $900 million to hire Enfabrica CEO, license AI startup’s technology

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Nvidia just spent over 0 million to hire Enfabrica CEO, license AI startup's technology

Co-founder and chief executive officer of Nvidia Corp., Jensen Huang attends the 9th edition of the VivaTech trade show in Paris on June 11, 2025.

Chesnot | Getty Images Entertainment | Getty Images

Nvidia has just shelled out over $900 million to hire Enfabrica CEO Rochan Sankar and other employees at the artificial intelligence hardware startup, and to license the company’s technology, CNBC has learned.

In a deal reminiscent of recent AI talent acquisitions made by Meta and Google, Nvidia is paying cash and stock in the transaction, according to two people familiar with the arrangement. The deal closed last week, and Enfabrica CEO Rochan Sankar has joined Nvidia, said the people, who asked not to be named because the matter is private.

Nvidia has served as the backbone of the AI boom that began with the launch of OpenAI’s ChatGPT in late 2022. The company’s graphics processing units (GPUs), which are generally purchased in large clusters, power the training of large language models and allow for big cloud providers to offer AI services to clients.

Enfabrica, founded in 2019, says its technology can connect more than 100,000 GPUs together. It’s a solution that could help Nvidia offer integrated systems around its chips so clusters can effectively serve as a single computer.

A spokesperson for Nvidia declined to comment, and Enfabrica didn’t provide a comment for this story.

While Nvidia’s earlier AI chips like the A100 were single processors slotted into servers, its most recent products come in tall racks with 72 GPUs installed working together. That’s the kind of system inside the $4 billion data center in Wisconsin that Microsoft announced on Thursday.

Nvidia previously invested in Enfabrica as part of a $125 million Series B round in 2023 that was led by Atreides Management. The company didn’t disclose its valuation at the time, but said that it was a fivefold increase from its Series A funding.

Late last year, Enfabrica raised another $115 million from investors including Spark Capital, Arm, Samsung and Cisco. According to PitchBook, the post-money valuation was about $600 million.

Tech giants Meta, Google, Microsoft and Amazon have all poured money into hiring top AI talent through deals that resemble acquihires. The transactions allow the companies to bring in top engineers and researchers without worrying about the regulatory hassles that come with acquisitions.

The biggest such deal came in June, when Meta spent $14.3 billion on Scale AI founder Alexandr Wang and others and took a 49% stake in the AI startup. A month later, Google announced an agreement to bring in Varun Mohan, co-founder and CEO of artificial intelligence coding startup Windsurf, and other research and development employees in a $2.4 billion deal that also included licensing fees.

Last year, Google made a similar deal to bring in the founders of Character.AI. Microsoft did the same thing for Inflection, as did Amazon for Adept.

While Nvidia has been a big investor in AI technologies and infrastructure, it hasn’t been a significant acquirer. The company’s only billion-dollar-plus deal was for Israeli chip designer Mellanox, a $6.9 billion purchase announced in 2019. Much of Nvidia’s current Blackwell product lineup is enabled by networking technology that it acquired through that acquisition.

Nvidia tried to buy chip design company Arm, but that deal collapsed in 2022 due to regulatory pressure. In the past year, Nvidia closed a $700 million purchase of Run:ai, an Israeli company whose technology helps software makers optimize their infrastructure for AI.

On Thursday, Nvidia announced one of its most sizable investments to date. The chipmaker said it’s taken a $5 billion stake in Intel, and announced that the two companies will collaborate on AI processors. Nvidia also said this week that it invested close to $700 million in U.K. data center startup Nscale.

— Correction: A prior version of this story mistakenly included the name of a company as an investor in Enfabrica.

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CrowdStrike pops nearly 13% on upbeat long-term guidance at investor day

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CrowdStrike pops nearly 13% on upbeat long-term guidance at investor day

CrowdStrike logo is seen in this illustration taken July 29, 2024.

Dado Ruvic | Reuters

CrowdStrike shares popped about 13%, a day after the cybersecurity firm issued better-than-expected long-term guidance at its investor day.

The company on Wednesday said it expects net new annual recurring revenues to grow at least 20% in 2027, ahead of analysts’ expectations. CrowdStrike plans for ARR to hit $10 billion by 2031, and then double to $20 billion by 2036.

Earlier this week, the firm said it was buying AI security platform Pangea and announced a partnership with Salesforce.

“CrowdStrike is by far the most advanced security platform in the industry, and the plethora of AI-based solutions announced today will further separate CrowdStrike from the competition,” wrote Wells Fargo analyst Andrew Nowinski in a note following the event.

Some Wall Street firms also boosted their price targets.

Read more CNBC tech news

Cybersecurity has taken center stage this year as businesses beef up security in the age of artificial intelligence. Many companies have harnessed AI tools to strengthen their offering as threats rise in sophistication.

This year’s biggest tech deals have included Google’s $32 billion acquisition of Israeli cybersecurity startup Wiz and Palo Alto Networks’ $25 billion CyberArk deal.

Cybersecurity firm Netskope hit the public market Thursday, while Thoma Bravo-backed SailPoint debuted earlier this year.

During its recent earnings report, CrowdStrike’s revenue guidance for the third quarter fell short of analysts’ expectations.

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CrowdStrike shares drop 8% despite quarterly beat

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Nvidia CEO Huang says $5 billion stake in rival Intel will be ‘an incredible investment’

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Nvidia CEO Huang says  billion stake in rival Intel will be 'an incredible investment'

Nvidia CEO Jensen Huang attends the “Winning the AI Race” Summit in Washington D.C., U.S., July 23, 2025.

Kent Nishimura | Reuters

Nvidia CEO Jensen Huang said that the company’s $5 billion investment and technology collaboration with Intel comes after the two companies held discussions for nearly a year.

Huang said that he communicated personally with Intel CEO Lip-Bu Tan about the partnership. He called Tan a “longtime friend” on a Thursday call with reporters after the companies announced that Nvidia would co-develop data center and PC chips with Intel as part of the investment deal. On the call, Tan said he and Huang have known each other for 30 years.

“We thought it was going to be such an incredible investment,” Huang said.

Nvidia said it will collaborate with the chipmaker to create artificial intelligence systems for data centers that combine Intel’s x86-based central processors with Nvidia’s graphics processors and networking.

Intel will also sell CPUs for PCs and notebooks that integrate Nvidia graphics processors, or GPUs.

The transaction itself took a few months to come together, Intel’s revenue chief Greg Ernst wrote in a LinkedIn post, adding that the agreement was reached on Saturday.

The investment highlights how the fortunes of the two companies have switched atop Silicon Valley’s pecking order as a result of the AI explosion ushered in by OpenAI’s launch of ChatGPT in late 2022.

Intel shares are down 31.78% in the last five years, while Nvidia shares are up 1,348% as of opening prices on Thursday. Nvidia is worth over $4.25 trillion, while Intel is only worth $143 billion.

How Intel and Nvidia will collaborate

For decades, the most important part in a PC or server was the central processor, and Intel dominated the market for those chips. But AI infrastructure, like the machines in the $4 billion data center Microsoft announced on Thursday, often needs two or more Nvidia GPUs for every one CPU.

Nvidia AI systems, like the NVL72 used by Microsoft, come with Arm-based CPUs, instead of Intel x86-based CPUs. On the call, Huang said Nvidia will soon support Intel’s CPUs in its NVLink racks for AI.

“We’ll buy those CPUs from from Intel, and then we’ll connect it into super chips that then becomes our compute node, that then gets integrated into a rack scale AI supercomputer,” Huang said.

Nvidia will also contribute GPU technology to Intel chips that ship in laptops and PCs, which is an underserved market, Huang said. In total, the addressable markets for the two product collaborations are worth $50 billion, Huang said.

“We’re going to become a very large customer of Intel CPUs, and we’re going to be a large supplier of GPU chiplets into Intel” chips, he said.

Huang said the deal with Intel will have “no” impact on Nvidia’s business relationship with Arm.

Thursday’s investment deal is focused on the relationship between Nvidia and Intel’s product division, not its foundry. The two companies, however, did not rule out future foundry partnerships.

“We’ve always evaluated Intel’s foundry technology, and we’re going to continue to do it, but today, this announcement, is squarely focused on these custom CPUs,” Huang said. Nvidia currently uses Taiwan Semiconductor Manufacturing Company to manufacture its chips.

The collaboration will use Intel’s packaging, which is a part chip manufacturing that occurs toward the end of the process and combines several chip components into a single part that can be installed in machines.

Intel CEO Lip-Bu Tan makes a speech on stage in Taipei, Taiwan May 19, 2025.

Ann Wang | Reuters

Tan said he was grateful for Nvidia’s vote of confidence.

“‘I’d like to thank Jensen for the confidence in me, and our team and Intel will work really hard to make sure it’s a good return for you,” Tan said.

Last year, Intel’s board removed previous CEO Pat Gelsinger because of rising costs in its manufacturing business and the company’s failure to gain a foothold in AI chips. In March, Intel named Tan, a well-connected investor who had turned around chip software firm Cadence Design Systems, its new chief executive.

Tan has focused on cutting costs and raising money in his short tenure leading Intel even as the future of the company’s manufacturing business, called Intel Foundry, remains unclear.

In addition to the $5 billion from Nvidia and $8.9 billion from the U.S. government, Intel has taken a $2 billion investment from SoftBank, sold a majority stake in its ASIC subsidiary Altera to Silver Lake for $3.3 billion and sold $1 billion in stock from Mobileye, its self-driving car subsidiary.

Intel has also cut significant staff, saying in July that it would eliminate 15% of its workforce by the end of the year.

The company develops its own chips as well as manufacturing them. It wants to manufacture chips for companies like Nvidia or Apple, but has yet to secure them as customers. Analysts say Intel needs a big foundry client to signal that its technology is stable and ready for volume production.

But cutting-edge chip manufacturing is expensive, and Intel has signaled that if it can’t get enough customers, it may not continue investing in its foundry. That could spark a reaction from Washington, whose politicians and lobbyists consider Intel to be strategically important for the nation because it is the only American company capable of manufacturing the most advanced chips.

The Trump administration took a 10% stake in Intel in August. Intel was previously in line to receive $8.9 billion in grants and loans from the CHIPS Act, but the Trump administration asked and received an equity stake in the chipmaker in exchange for the money.

Huang was with Trump this week in England to attend a State Dinner at Windsor Palace and announce new projects and investments in the U.K. But the Trump administration wasn’t involved in this deal, according to a White House official and Huang.

“Intel’s new partnership with Nvidia is a major milestone for American high-tech manufacturing,” White House spokesman Kush Desai said in a statement.

— CNBC’s Megan Cassella contributed to this story

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