Photo Credit: Amazon + BTS
Amazon Music plans to deploy its RFID “Just Walk Out” technology for merch sales across the entire BTS North American tour, according to plans shared with Digital Music News this morning.
Amazon Music is adding a retail tech-twist to its in-venue partnership for the North American leg of BTS’ comeback tour, according to details shared with DMN. Amazon was recently named the group’s in-venue tour merchandise partner, covering a 31-date stadium run, starting this week in Tampa.
According to Amazon, this marks the first time that the retailer’s RFID “Just Walk Out” technology has been deployed at this scale for a North American stadium tour (though ‘Walk Out’ tech was also deployed at Camp Flog Gnaw). Main merchandise areas will utilize the tech, meaning tags on merch will be read automatically as fans move through the dedicated RFID exit lanes.
Fans can simply grab their items, walk to the lane, and tap their card or phone to pay. This, according to Amazon, will eliminate traditional checkout lines, allowing the BTS ARMY to avoid long wait times and buy more stuff.
Located inside the stadium, the main shops will offer a full selection of apparel, physical music, and signature BTS light sticks. There will also be exclusive merch tailored to specific tour stops, and outdoor booths will be set up outside the venues for easier access.
Further, there will be exclusive pre-sale events taking place in the days leading up to each show, and select cities will provide early entry to shops for “certain fans.”
“ARMY are among the most passionate communities in music, and they deserve a merch experience that matches their energy,” said Julia Heiser, Head of Live Merch, Amazon Music. “By bringing Just Walk Out technology to this tour, we’re marking a genuine first in live music—deploying checkout-free technology at this scale for a North American stadium tour. We couldn’t be more excited to pioneer this with BTS.”
The partnership aims to complement the launch of BTS’ new album, ARIRANG, which recently broke the record for first-day streams for a K-pop album on Amazon Music. The album launch featured a Netflix comeback gig viewed by 18.4 million people and generated 739.1 million global on-demand streams in its first week.
Finally, the campaign includes track-by-track commentary on Amazon Music, alongside cross-platform activations on TikTok, Instagram, Spotify, and a Google-created mobile scavenger hunt.
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