Inside the first Amazon Fresh grocery store

Rachel Sibson
Retail Analyst
@RetailAnalysis

Date : 27 August 2020

Amazon has opened its first Amazon Fresh grocery store in Woodland Hills, Los Angeles.

First Amazon Fresh store

According to Amazon, the new store will deliver consistently low prices, a more convenient shopping experience, and free same-day delivery. The store will offer a range of national brands as well as produce, meat and seafood. A range of prepared foods will also be made fresh in store each day, including made-to-order pizzas, rotisserie chicken and hot sandwiches. Shoppers can have items prepared while shopping using the Order Ahead feature in the Amazon app.

Source: Amazon

Amazon Fresh grocery store is not yet open to the public, only invited customers, but will open in the coming weeks.

Source: Amazon

A further five other sites are speculated to be under development by Amazon in the LA area.

Source: Amazon

Convenient shopping experience

Amazon is launching a smart shopping cart, Amazon Dash Cart, in the store. The cart is designed to make the shopper experience quicker, allowing customers to skip the checkout queue. There will be a QR code in the Amazon app that will enable shoppers to easily sign in and begin using the cart. The shoppers just place their products in the cart and the cart registers the products. The cart has convenient features for grocery shopping, such as a screen at the top where shoppers can access their Alexa Shopping List to check items off and view their subtotal.

Source: Amazon

The store will also feature Amazon Echo Show devices throughout, which shoppers are able to use to ask Alexa for help including where to find certain products.

Source: Amazon

Omnichannel offering

Prime members receive free same-day delivery from the store, as well as pickup. Customers can pick up orders from a counter in store or at a dedicated parking spot. The store also offers Amazon.com package pickup and free package-less product returns.

Source: Amazon

Take a tour inside

Source: Amazon

How does the Amazon Dash cart work?

Source: Amazon

Looking for more insight?

See the latest Amazon news here and IGD Retail Analysis subscribers can learn more from our Amazon Strategic Outlook presentation.