Amazon Fresh

Amazon Fresh is a subsidiary of the

American e-commerce company Amazon
in Seattle, Washington. It is a grocery
retailer with physical stores and delivery
services in most major U.S. cities, as well
as some international cities, such as
Berlin, Hamburg, London, Milan, Munich,
Rome, Tokyo, and some other locations in
Singapore and India.[1]
 Amazon Fresh

Type Subsidiary

Industry Retail / Grocery

Founded 2007

Headquarters Seattle, Washington,

U.S.
Areas served Delivery: United
States, Berlin, London,
Milan, Munich, Rome,
Tokyo, Singapore,
Madrid, India
Stores: Chicago,
London, Los Angeles,
Philadelphia,
 Pittsburgh, Seattle,
Washington D.C.,
Bellevue, Paramus
Parent Amazon

Website amazon.com/fresh (h
ttps://amazon.com/fr
esh) (US)

Amazon Fresh was initially a delivery

service. In 2020 the concept changed to a
chain of physical, cashier-less
supermarkets.

Amazon Fresh in Sevenoaks

Delivery service

An Amazon Fresh delivery truck in

Seattle

Amazon Fresh convenience store in

London, United Kingdom

Amazon Fresh started in 2007 as an invite-

only grocery delivery service in
Washington.[2] It rolled out its services
gradually, targeting specific parts of
various metropolitan areas and partnering
with local speciality stores for delivery of
local items. In March 2017, Amazon
announced the beta launch of
AmazonFresh Pickup, a drive-in grocery
store for Amazon Prime subscribers where
users shop online, reserve times to pick up
the groceries, and have them loaded into
their cars at the store.[3][4] In the United
Kingdom, Amazon signed a deal with the
British supermarket chain Morrisons to
provide supplies for Amazon Prime Pantry
and PrimeFresh.[5] In Germany, the product
range is 85,000 product lines. By
comparison, the REWE supermarket
chain's home delivery service has 9,000
product lines.[6]
On November 2, 2017, Amazon announced
it was discontinuing its Fresh service to
some smaller towns and cities in
California, Delaware, Maryland, New
Jersey, New York, and Pennsylvania.[7]

Physical, cashier-less
supermarkets

Amazon Fresh grocery store in

Warrington, Pennsylvania

In 2020, Amazon announced that they

would use the name "Amazon Fresh" for
their new chain of physical grocery stores
in the Los Angeles and Chicago areas. The
stores featured cashier-less (UK: till-less)
shopping, with surveillance cameras and
other technology ensuring that shoppers'
purchases were automatically registered
without needing to be individually scanned
at a checkout counter. More than half use
the "Just Walk Out" technology, while
others use Dash Carts.[8]

Dash Carts are shopping carts with a

touchscreen, barcode scanner, cameras,
and various sensors to automatically
count items placed and removed from the
cart, allowing customers to skip
conventional checkouts. The customer
scans a QR code from their Amazon app
to link their Amazon account so their
purchase can be billed through the
payment method linked in their Amazon
account.[9][10] The cart also has a weight
sensor to weigh produce priced by
weight.[11]

Some Amazon Fresh stores use "grab and

go" or "Just Walk Out" technology similar
to that in Amazon Go stores, which tracks
what customers take and place back. It
allows customers to skip conventional
checkouts while also eliminating the need
to use Dash Carts. Currently, there are no
Amazon Fresh stores that use both "grab
and go" and Dash Carts.[12]

Due to criticism regarding Amazon Go

stores not accepting cash, some Amazon
Fresh stores also have checkout lanes for
customers who want to pay with cash[10]
or do not have an Amazon account.

Controversy

A study of shoppers found that while

customers appreciated not having to wait
in line, they felt "a sense of
embarrassment and doubt due to tracking
and the over-control generated" by the very
visible surveillance cameras through the
Amazon Fresh stores.[13] The surveillance
has been described as giving a "Big
Brother" feel that challenges customers'
trust.[14] This has been proposed as a
possible reason for why customers tend to
go to other nearby stores instead of
Amazon Fresh.[8]

In 2021 a class-action law suit was filed

against Amazon in New York for not
alerting customers that it was monitoring
their body shapes and palm prints.[15]
Employees have also complained about
excessive surveillance of workers in
Amazon Fresh warehouses.[16]
Locations

The first Amazon Fresh grocery store

opened to the public on September 17,
2020, in the Woodland Hills neighborhood
of Los Angeles.[17][18] By July 2022
Amazon Fresh had 38 locations in the
states of California, Illinois, Pennsylvania,
Virginia, Maryland, Washington,
Washington, D.C., and New York/New
Jersey.[19] On March 4, 2021, the first
Amazon Fresh store in Europe was
opened, in the Ealing Broadway Centre
shopping mall in Ealing, West London,[20]
and by June 2022, Amazon Fresh had 17
locations in London, UK.[21]

On November 17, 2022, it was reported

that the development of all upcoming
Amazon Fresh grocery stores had been
indefinitely paused “pending evaluation of
the operation.”[22] In July 2023 three
London locations were closed, including
the first to be opened.[23] The company
continued to state that it would continue
to grow despite the closures and
underwhelming sales figures.[24]
Product lines

Amazon Fresh sells grocery items and a

subset of items from the main
Amazon.com storefront. Items ordered
through Amazon Fresh are available for
home delivery on the same day or the next
day, depending on the time of the order
and the availability of delivery slots.

Amazon Fresh operates independently of

Whole Foods, which is also owned by
Amazon. They have separate facilities and
separate inventories that they sell. Market
research from Amazon shows that
customers at Amazon Fresh tend to have
lower incomes and are more likely to be
Hispanic or particularly Asian than
customers of Whole Foods.[25]

Amazon Fresh store in Naperville, IL,

with a Dash Cart in the background

See also

Internet
portal
Business
portal

List of supermarket chains in the United

States
References

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External links

Wikimedia Commons has media related

to Amazon Fresh.

Official website (https://amazon.com/fr

esh) (US)
Retrieved from
"https://en.wikipedia.org/w/index.php?
title=Amazon_Fresh&oldid=1190392718"

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