ENOC Group has opened the Middle East’s first checkout-free convenience store, bringing Amazon’s Just Walk Out technology to a Dubai service station. Shoppers at the new ZOOM store pick up what they need, tap a card or mobile wallet to leave, and never queue at a till.
The store is located at ENOC service station Site 1019, opposite City Walk in Dubai. It is the first time Amazon’s checkout-free technology has been deployed in the region, and the launch was announced on 6 November.
Walk in, pick up, walk out
The system is simple from the shopper’s point of view. Customers walk in, select the products they need, and leave without stopping at a conventional checkout counter. There is no scanning, no queue and no till. Payment is processed automatically as they exit.
Behind the scenes, the technology is doing a lot of work. Amazon’s Just Walk Out system combines AI and computer vision to identify the products a customer selects, or returns to the shelf, and it keeps a virtual record of the purchase. Once the shopping trip is complete, payment goes through without any further action from the customer.
Cameras and AI replace the checkout counter
The idea is not new, but this is the first time it has reached a Middle East service station. Amazon’s technology has already been used in stores in other parts of the world, where it has proved popular with shoppers who value speed and convenience. ENOC is now testing whether the same idea works for drivers stopping for fuel and a quick shop.
For ENOC, the store is part of a bigger shift. The group is turning its service stations into integrated, one-stop destinations that offer more than fuel. By combining mobility services with technology enabled retail, it wants to make everyday stops faster, easier and more rewarding for customers.
A partnership that started in October 2025
The launch builds on a strategic collaboration announced by ENOC Group and Amazon UAE in October 2025. The partnership aims to transform retail experiences by combining ENOC’s extensive retail network with Amazon’s technology and digital commerce capabilities.
The collaboration covers several initiatives. ENOC and Amazon are exploring the use of existing ENOC infrastructure as quick fulfilment hubs, bringing everyday essentials closer to customers. ENOC’s product portfolio is also available on Amazon.ae, the local Amazon store.
What the first store tells us about the rollout
Ali Khalid Bin Zayed Alfalasi, Deputy Chief Commercial and Retail Officer at ENOC Group, said the future of retail will be defined by how seamlessly technology fits into everyday life. He described the partnership with Amazon as a way to bring world-class innovation closer to the communities ENOC serves.
Rajiv Chopra, Vice President of Just Walk Out at Amazon, said convenience stores have operated the same way for decades, with customers selecting items, joining a queue and waiting to pay. He called ENOC exactly the kind of forward-looking partner to bring the experience to the region, and said its ZOOM stores are the first in the Middle East to introduce it.
What a checkout-free ZOOM store means for Dubai shoppers
The real test of this store will not be the technology. It will be whether busy drivers actually like it. A petrol station shop is a place people visit in a hurry, often late at night, often with children in the car. If the system works smoothly, it will save a few minutes every time, and those minutes add up. If it does not, shoppers will go back to the till.
There is a bigger question too. Checkout-free shopping has mostly lived in supermarkets and airports so far. Bringing it to a service station forecourt shows how far the idea has travelled, and it puts Dubai at the front of the queue in the region. If this first store succeeds, expect to see the technology spread across ENOC’s network, and expect its competitors to follow. The queue at the till may be on its way out.
