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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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Tech stocks set for big losing week as AI names get rocked after Nvidia earnings

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Tech stocks set for big losing week as AI names get rocked after Nvidia earnings

Jensen Huang, NVIDIA founder and CEO, has a Q&A session at a press conference during the APEC CEO summit on October 31, 2025 in Gyeongju, South Korea.

Woohae Cho | Getty Images News | Getty Images

Even Nvidia CEO Jensen Huang couldn’t save the tech and artificial intelligence trade this week.

The chip giant’s talismanic leader trumpeted “off the charts” chip sales and dismissed talk of an “AI bubble,” and for a while, the tide lifted all boats.

“There’s been a lot of talk about an AI bubble,” Huang said during an earnings call this week. “From our vantage point, we see something very different.”

The buzz from the blowout report quickly reversed, sending the AI winners deeply into the red — and few beneficiaries were left unscathed.

Every member of the Magnificent 7, except for Alphabet, was tracking for a losing week, with Nvidia, Amazon and Microsoft staring down the biggest losses.

Amazon and Microsoft have led the group’s drop lower, falling about 6% this week. Meanwhile, Alphabet has gained nearly 8%. The search giant is also the only megacap of the group on pace for November gains thanks to a boost from the launch of Gemini 3.

Oracle, which is another major Nvidia customer, slumped about 10%. The chipmaker also supplies major model developers such as OpenAI and Anthropic.

Read more CNBC tech news

Chip stocks have also declined amid the broader tech market turmoil. Advanced Micro Devices and Micron were on pace for 17% losses. Marvell Technology has slumped about 10%. Quantum computing stocks Rigetti, IonQ and D-Wave have dropped at least 10%

CoreWeave, which buys and rents out Nvidia’s chips in data centers, initially soared on the chipmaker’s earnings report, but swiftly reversed course. The company’s stock is looking at an 8% blow this week.

AI fever was cooling in the runup to Nvidia’s earnings report on Wednesday, and investors looked to the print to alleviate fears that the AI bubble was on shaky ground. Since the launch of ChatGPT in late 2022, the stock has helped power the market to new all-time highs.

But concerns have mounted in recent weeks as tech stocks hit stretched valuations.

Major investors, including Bridgewater’s Ray Dalio told CNBC Thursday that the market is definitely in a bubble.

Much of the worries have stemmed from a boom in capital expenditures spending to support AI, with few signs of a payoff in view for many of the players.

Investor Michael Burry recently accused some of the biggest cloud and infrastructure providers of understating depreciation expenses and estimating a longer life cycle for their chips, calling it “one of the more common frauds of the modern era.”

Earlier this month, Burry revealed bets against Nvidia and Palantir.

Shares of the software analytics company, which supplies AI tools to the government and businesses, are down 11% this week. The stock has shed nearly a quarter of its value this month.

WATCH: Bridgewater founder Ray Dalio: We are definitely in a bubble, but that doesn’t mean you should sell

Bridgewater founder Ray Dalio: We are definitely in a bubble, but that doesn't mean you should sell

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Amazon cut thousands of engineers in its record layoffs, despite saying it needs to innovate faster

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Amazon cut thousands of engineers in its record layoffs, despite saying it needs to innovate faster

The Amazon Puget Sound Headquarters is pictured on Oct. 28, 2025 in Seattle, Washington.

Stephen Brashear | Getty Images

Amazon‘s 14,000-plus layoffs announced last month touched almost every piece of the company’s sprawling business, from cloud computing and devices to advertising, retail and grocery stores. But one job category bore the brunt of cuts more than others: engineers.

Documents filed in New York, California, New Jersey and Amazon’s home state of Washington showed that nearly 40% of the more than 4,700 job cuts in those states were engineering roles. The data was reported by Amazon in Worker Adjustment and Retraining Notification, or WARN, filings to state agencies.

The figures represent a segment of the total layoffs announced in October. Not all data was immediately available because of differences in state WARN reporting requirements.

In announcing the steepest round of cuts in its 31-year history, Amazon joined a growing roster of tech companies that have slashed jobs this year even as cash piles have mounted and profits soared. In total, there have been almost 113,000 job cuts at 231 tech companies, according to Layoffs.fyi, continuing a trend that began in 2022 as businesses readjusted to life after the Covid pandemic.

Amazon CEO Andy Jassy has been on a multiyear mission to transform the company’s corporate culture into one that operates like what he calls “the world’s largest startup.” He’s looked to make Amazon leaner and less bureaucratic by urging staffers to do more with less and cutting organizational bloat.

Amazon is expected to carry out further job reductions in January, CNBC previously reported.

Andy Jassy, chief executive officer of Amazon.com Inc., speaks during an unveiling event in New York, US, on Wednesday, Feb. 26, 2025.

Michael Nagle | Bloomberg | Getty Images

The company said it’s also shifting resources to invest more in artificial intelligence. The technology is already poised to reshape Amazon’s white-collar workforce, with Jassy predicting in June that its corporate head count will shrink in the coming years alongside efficiency gains from AI.

Human resources chief Beth Galetti, in her memo announcing the layoffs, focused on the importance of innovating, which the company will now have to do with fewer people, specifically engineers.

“This generation of AI is the most transformative technology we’ve seen since the Internet, and it’s enabling companies to innovate much faster than ever before,” Galetti wrote. “We’re convinced that we need to be organized more leanly, with fewer layers and more ownership, to move as quickly as possible for our customers and business.”

Amazon said in a statement that AI is not the driver behind the vast majority of the job cuts, and that the bigger goal was to reduce bureaucracy and emphasize speed.

Jassy said on Amazon’s earnings call last month that the cuts were in response to a “culture” issue inside the company, spurred in part by an extended hiring spree that left it with “a lot more layers” and slower decision-making.

The layoffs impacted a mix of software engineer levels, but SDE II roles, or mid-level employees, were disproportionately affected, the WARN filings show.

The AI boom is making software development jobs harder to come by as companies adopt coding assistants or so-called vibe coding platforms from vendors like Cursor, OpenAI and Cognition. Amazon has released its own competitor called Kiro.

Read more CNBC tech news

‘Significant role reductions’

Amazon spends billions on AI arms race as it guts corporate ranks

Game designers, artists and producers made up more than a quarter of the total cuts in Irvine, and they were roughly 11% of staffers laid off at Amazon’s San Diego offices, according to filings.

The company also told staffers it’s halting much of its work on big-budget, or triple A, game development, specifically around massively multiplayer online, or MMO, games, Boom wrote. Amazon has released MMOs including Crucible and New World. It was also developing an MMO based on “Lord of the Rings.”

Beyond its gaming division, Amazon also significantly cut back its visual search and shopping teams, according to multiple employee posts on LinkedIn. The unit is responsible for products like Amazon Lens and Lens Live, AI shopping tools that enable users to find products via their camera in real time or images saved to their device. The company rolled out Lens Live in September.

The team was primarily based in Palo Alto, California, and Amazon’s WARN filings indicate that software engineers, applied scientists and quality assurance engineers were heavily impacted across its offices there.

Amazon’s online ad business, one of its biggest profit centers, was downsized as well. More than 140 ad sales and marketing roles were eliminated across Amazon’s New York offices, accounting for about 20% of the roughly 760 positions cut, according to state documents viewed by CNBC.

WATCH: Box joining AWS marketplace in new partnership

AI's impact on reshaping the workforce

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The market’s surprising reversal, Gap’s viral ad, AI regulation and more in Morning Squawk

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The market's surprising reversal, Gap's viral ad, AI regulation and more in Morning Squawk

Dado Ruvic | Reuters

This is CNBC’s Morning Squawk newsletter. Subscribe here to receive future editions in your inbox.

Here are five key things investors need to know to start the trading day:

1. Hero to zero

Stock investors didn’t end up getting the post-Nvidia earnings market bounce they hoped for. After opening yesterday’s trading session higher, stocks took a dramatic midday tumble, once again casting doubt on the artificial intelligence trade.

Here’s what to know:

  • Nvidia shares gave up their 5% post-earnings gain, ending the session down more than 3% despite the chipmaker’s blockbuster quarterly results and guidance. The AI darling’s stock is on track to finish the week down 5%.
  • The Dow Jones Industrial Average swung more than 1,100 between its session highs and lows. All three major averages closed solidly in the red, with the tech-heavy Nasdaq Composite ending the day down 2.15%.
  • Meanwhile, the CBOE Volatility Index — better known as Wall Street’s fear gauge — ended the session at a level not seen since April.
  • Bitcoin fell to lows going back to April, further illustrating the shift away from risk assets.
  • Before stocks’ midday reversal, Bridgewater founder Ray Dalio told CNBC that “we are in that territory of a bubble,” but that you don’t need to sell stocks because of it.
  • The three major indexes are all on track to end the week in the red.
  • Follow live markets updates here.

2. Prediction market

A ‘Now Hiring’ sign is posted outside of a business on Oct. 3, 2025 in Miami, Florida.

Joe Raedle | Getty Images

The belated September jobs report was finally released yesterday, and the headline number was much hotter than economists expected with an increase of 119,000 jobs. On the other hand, the unemployment rate ticked up to 4.4%, its highest level since 2021.

The chance of a rate cut at the Federal Reserve’s next meeting remained low after the report, according to the CME FedWatch Tool. But the odds flipped this morning after New York Fed President John Williams said he sees “room for a further adjustment” in interest rates, reviving hopes of a December cut.

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3. Better than yours

Merchandise on display in a Gap store on November 21, 2024 in Miami Beach, Florida. 

Joe Raedle | Getty Images

Gap‘s “Milkshake” ad brought all the shoppers to the store. The retailer’s viral “Better in Denim” campaign with girl group Katseye helped drive comparable sales up 5% in its third quarter, beating analyst expectations.

The Old Navy and Banana Republic parent also surpassed Wall Street’s estimates on both the top and bottom lines, sending shares rising 4.5% in overnight trading. Athleta was the notable outlier, with the athleisure brand’s sales falling 11%.

Gap’s report comes at the end of a busy week for retail earnings. As CNBC’s Melissa Repko reports, one key theme of this quarter’s results has been that value-oriented retailers are winning favor with shoppers across income brackets.

4. AI in D.C.

U.S. President Donald Trump speaks in the Oval Office at the White House on Oct. 6, 2025 in Washington, DC.

Anna Moneymaker | Getty Images

The White House is putting together an executive order that would thwart states’ individual AI laws. A draft obtained by CNBC shows the order would focus on staging legal challenges and blocking federal funding for states to ensure their compliance.

The draft would work to the advantage of many AI industry leaders who have pushed back on a state-by-state approach to the technology’s regulation. A White House official told CNBC that any discussion around the draft is speculation until an official announcement.

Click here to read the full draft.

5. Flight fight

Courtesy: Archer Aviation

Joby Aviation is taking air taxi competitor Archer Aviation to court. In a lawsuit filed Wednesday, Joby accused Archer of using information stolen by a former employee to “one-up” a deal with a real estate developer.

Joby alleges that George Kivork, its former U.S. state and local policy lead, took files and information before jumping to the competitor in an act of “corporate espionage.” Archer called the case “baseless litigation” and said it’s “entirely without merit.”

The Daily Dividend

Here are our recommendations for stories to circle back to this weekend:

CNBC’s Liz Napolitano, Tasmin Lockwood, Melissa Repko, Jeff Cox, Sarah Min, Emily Wilkins, Mary Catherine Wellons and Samantha Subin contributed to this report. Josephine Rozzelle edited this edition.

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