Three years after it acquired Whole Foods Market, Amazon is planning to disrupt the grocery industry once again, this time with innovation not seen in any traditional food retailer — ever.
After months of speculation, the Seattle-based company opened its first stand-alone supermarket banner in late August: a 35,000-square-foot, digitally perfected store in Woodland Hills, California, called Fresh.
The Fresh banner isn’t an offshoot of Whole Foods Market, nor does it look like one of those checkout- less Amazon Go stores that have been popping up in urban areas across the United States, nor does it resemble the 365 banner that Amazon scrapped last year, either.
The new Amazon Fresh supermarket takes elements of all of those concepts — micro fulfillment, contactless features, a curated assortment of premium and conventional products, and highly personalized service — and melds them into one innovative store that offers something for every type of food shopper, from low-touch cashier-less checkout to high-touch made-to-order prepared foods. This is a store designed to appeal to a shopper looking for the best of everything: the best product mix, the best technology and the best shopping experience.
“The Amazon Fresh grocery store is designed from the ground up to offer a seamless grocery shopping experience, whether customers are shopping in-store or online,” says Jeff Helbling, VP of Amazon Fresh stores, in an exclusive interview with Progressive Grocer. “We’ve taken our decades of operations experience to deliver consistently low prices for all, and free same-day delivery for Prime members.”
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