Supermarket chain Sainsbury's has launched a new in-store digital innovation with a contactless and checkout-free way to shop using Amazon's Just Walk Out technology.

Introduced at its convenience store at Holborn Circus, Sainsbury's said it hopes the move will make shopping more convenient for customers.

To enter the store, customers scan a QR code using their SmartShop app which is linked to a credit or debit card. Amazon's Just Walk Out technology automatically adds anything the customer takes off the shelf to their virtual cart and removes anything they put back on the shelf.

The customer leaves the store by scanning the QR code to exit through the store's automatic gates. Their linked card will then be charged for the items they pick and customers will receive a receipt via email when they have left the store.

The grocer added that store colleagues will remain on hand in the store to assist customers and keep shelves well-stocked. It said Holborn store was selected to use Just Walk Out technology as it is primarily focused on offering on-the-go food and drink to busy local workers who want to complete their shopping as quickly as possible.

Just Walk Out technology is said to provide shoppers with a fast, efficient, and seamless way to shop and is currently in dozens of Amazon Go stores, select Amazon Fresh stores, and other third-party retailers in the U.S.

Clo Moriarty, Sainsbury's Retail and Digital director, said: "We are always looking at new ways to make shopping easy and convenient for our customers. We are excited about launching 'SmartShop Pick & Go,' which offers contactless, checkout-free shopping to our customers and are looking forward to hearing their feedback."

Dilip Kumar, Amazon's vice president of Physical Retail and Technology, said: "We are thrilled to collaborate with Sainsbury's to enable their Holborn Circus checkout-free convenience store powered by our Just Walk Out technology. We're excited to bring Just Walk Out technology to our first customer internationally with Sainsbury's. With no tills, no checkout lanes, and no self-service scanners, we can't wait to hear how busy Londoners enjoy the experience."