DYNAMIC ITEM FACING

Described are systems and techniques configured to control force applied by a force mechanism in a self-facing inventory location in a facility. An amount of force to be applied to the items stored at the inventory location may be determined by a user context. The user context may include one or more of presence of a user within a threshold distance of the inventory location, particular gesture by the user such as reaching for an item stowed at the inventory location, and so forth. The user context may be based on processing of images acquired in the facility. In one example, as the user reaches for the item stowed at the inventory location, the force mechanism reduces the amount of force applied, easing removal of the item. With picking complete, the force mechanism increases the amount of force applied causing the remaining items in the inventory location to be faced.