By Matt Mueller Culture Editor Published Nov 16, 2022 at 11:31 AM

It just got a lot easier to make sure you don't miss a single Giannis highlight or the best song in a concert's set list – because tonight Fiserv Forum will introduce The Market by Michelob Ultra, the first use of Amazon's checkout-free Just Walk Out technology in Wisconsin.

Customers begin their shopping experience at the new snack and beverage store – found in section 119 on the main concourse – by inserting their credit card to enter the shop, or by using their palm thanks to Amazon's palm-recognition program, Amazon One. According to a press release, with the combined efforts of "computer vision, sensor fusion and deep learning," the new snack and beverage store then keeps track of what customers pick up or put back on the shelves. Then, when the customer's got what they need and are ready to go, they just walk out with their purchase, and the credit card they used to enter will be charged automatically – no checkout process or contact necessary. 

Amazon's Just Walk Out technology made its public debut in 2018 with a cashierless Amazon Go grocery and convenience store in Seattle. Since then, Amazon's opened several more Just Walk Out-fueled brick-and-mortar locations – including the first full-sized Amazon Fresh grocery store in Bellevue, Washington, in 2021 – and incorporated the technology in Whole Foods stores and other shops across the globe. 

"Amazon’s Just Walk Out technology and Amazon One are designed to eliminate checkout lines and enable fans to enjoy a quick and frictionless shopping experience," said Dennis Williams, Senior Vice President and General Manager of Fiserv Forum, in a release. "The Market by Michelob Ultra is another reminder that Fiserv Forum is continuously raising the bar for world-class experiences, and we are thrilled to be the first location in the state to unveil this new shopping experience."

Fans won't have to wait long to try out the new tech-infused store, as The Market by Michelob Ultra will be open and available tonight during the Bucks game against the Cleveland Cavaliers. In case a game between two of the currently best teams in the Eastern Conference wasn't intriguing enough. 

For more Bucks and Fiserv Forum updates, stay tuned to OnMilwaukee. 

Matt Mueller Culture Editor

As much as it is a gigantic cliché to say that one has always had a passion for film, Matt Mueller has always had a passion for film. Whether it was bringing in the latest movie reviews for his first grade show-and-tell or writing film reviews for the St. Norbert College Times as a high school student, Matt is way too obsessed with movies for his own good.

When he's not writing about the latest blockbuster or talking much too glowingly about "Piranha 3D," Matt can probably be found watching literally any sport (minus cricket) or working at - get this - a local movie theater. Or watching a movie. Yeah, he's probably watching a movie.