— Newsletter Archive: Newsletter Vol. 27, 10/22/2025 —
Many of us use Amazon every day, but few have had the chance to see what happens behind the “Buy Now” button. Some of Amazon’s Fulfillment Centers (FCs) offer public tours, giving visitors a glimpse into the company’s cutting-edge logistics operations. In the U.S., these tours had been suspended during the pandemic, but recently resumed — and we took the opportunity to join one at a nearby facility.
This report introduces what we saw there — a vivid look at how automation and human ingenuity coexist inside Amazon’s state-of-the-art logistics network.
We are excited to announce that we will be exhibiting at DXPO Fukuoka 2025, taking place at MARINE MESSE FUKUOKA Convention Center from October 30 to 31.
For more details about our exhibition, please refer to the announcement at the end of this newsletter.
A Transparent Look Inside a Giant Automated Warehouse
The tour is part of Amazon’s effort to open the post-order process to the public and demonstrate how technology and people work together to deliver products to millions of customers. Guided by Amazon staff, visitors can walk through the real operations floor and witness what the company calls its “magic” of operations.
We visited the OAK4 Fulfillment Center in Tracy, California — located in an industrial zone where many logistics hubs gather on the outskirts of Silicon Valley. The main warehouse alone covers over 1,011,800 square feet within a total site area of about 2,015,300 square feet, and its sheer scale is overwhelming.
At the main entrance, visitors pass through security gates and see displays introducing employee benefits and training programs. Above the gate, Amazon’s slogan reads: “Work Hard. Have Fun. Make History.”
Before the tour began, our guide explained the overall flow of the fulfillment process and provided an overview of Amazon’s wages and employee support systems. Each visitor received a headset to hear the guide’s commentary clearly over the constant hum of machinery on the warehouse floor — a soundscape so loud that conversation would otherwise be impossible.
Where Robots and People Work Side by Side
Our first stop was the Amazon Robotics Field, where hundreds of bright orange autonomous robots — developed by Amazon Robotics (formerly Kiva Systems) — glided across the floor in perfect coordination. Guided by QR codes embedded in the floor, the robots carried tall shelving units, or “pods,” to human workstations.
Each workstation was manned by a single employee following instructions on a monitor. Their tasks fell into two main categories: “pick”, retrieving items from shelves, and “stow”, putting items to shelves. Every movement was guided by the system: when a worker needed to pick or stow an item, the exact shelf location was illuminated by a projection system, ensuring accuracy and efficiency.
AI-powered cameras tracked each worker’s hand movements, verifying in real time whether items were correctly placed into bins or totes. There was no conversation or background music — only the rhythmic sounds of machines and barcode scanners, creating an almost otherworldly atmosphere.
In the packing area, a large robotic arm nicknamed “Batman” assisted workers by lifting heavy containers. Human packers selected the optimal box size, packed the items, and placed them on a conveyor belt where automatic labeling machines affixed shipping labels. Every order followed the same streamlined process, flowing smoothly toward the shipping zone.
The Power of Technology — and the Presence of People
What stood out most during the tour was how the facility embodied both a highly autonomous supply chain and a human-augmented operation.
Autonomous mobile robots operated safely alongside people, navigating around obstacles and workers while maintaining near 24-hour uptime. At the same time, these robots continuously analyzed massive amounts of sensor data via the cloud, optimizing routes and avoiding congestion in real time — functioning as a kind of “distributed AI system” for the warehouse.
Yet, at the core of this ultra-automated environment was still the human element. Critical processes such as picking, inspection, and quality control relied on human judgment, even as robots provided powerful assistance. The balance between automation and human adaptability was both impressive and inspiring.
Reflections on the Tour
The Amazon Fulfillment Center tour was a rare opportunity to witness cutting-edge logistics technology in action. It provided valuable insights into how automation and data-driven systems enhance human work — and ultimately enable Amazon to deliver products efficiently to customers around the world.
The experience also prompted reflection on the evolution of human–robot collaboration and the immense effort behind building such a sophisticated supply chain — a reminder that, as the saying goes, “Rome wasn’t built in a day.”
Another memorable aspect was the guide’s upbeat and positive tone throughout the tour, repeatedly emphasizing Amazon’s core themes of efficiency, innovation, and employee well-being. The tour felt almost like a form of entertainment — engaging, informative, and enjoyable.
For those unable to visit an Amazon Fulfillment Center in person, Amazon also offers a virtual tour on its website — highly recommended for anyone interested in the future of logistics and automation.
Experience HAKO-FLO at DXPO Fukuoka ’25
We will be exhibiting at DXPO Fukuoka 2025, taking place at MARINE MESSE FUKUOKA Convention Center from October 30 to 31. This will be a valuable opportunity to connect directly with customers in the western Japan region.
At our booth, you can try hands-on demonstrations to experience how HAKO-FLO® works in the field. Our solution experts—our development and deployment staff of HAKO-FLO®—will be available to discuss your specific needs and suggest tailored approaches to your challenges.
If you are considering digital transformation in your logistics operations, this is a great opportunity to see and feel the real impact of HAKO-FLO® in person.
We look forward to welcoming you at our booth!
As the industry continues to evolve, we invite you to consult with us about how DX can help strengthen your on-site warehouse capabilities and improve operational efficiency.
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