There is provided a checkout apparatus (10) including an image data acquisition unit (11) which acquires data on an image, an image analysis unit (12) which recognizes a product in the image, using a feature value of appearance of each of a plurality of products registered in a feature value storage unit (14) and the image data; a registration unit (13) which registers the product recognized by the image analysis unit (12) as a checkout target, and a projection unit (15) which projects an image related to a checkout process on the product and/or a placement surface of a placement platform of the product.