Amazon opens second Just Walk Out store in the UK

Date : 16 March 2021

Rachel Sibson

Retail Analyst

Amazon has opened its second Amazon Fresh store, with Just Walk Out technology, in Wembley Park, London.

Plans for further rollout

At the beginning of March, Amazon launched its first Just Walk Out grocery format outside the US, operating under the Amazon Fresh banner, in Ealing, London.

The retailer has now opened its second Amazon Fresh store in Wembley Park Boulevard. The 2,500 sq ft store will open from 7am to 11pm, seven days a week. Like the first store, it features Amazon’s Just Walk Out technology, developed for its Go format which launched in the US in 2018. Shoppers need an Amazon account and the free Amazon app to enter the store. When shoppers arrive, they scan the QR code from the app at the gate to enter the store. Amazon’s technology automatically detects when products are taken from or returned to the shelves and keeps track of them in a virtual cart. When shoppers are finished, they can just leave the store.

As with Ealing, the store also offers Amazon’s new private label brand, ‘by Amazon’. The range includes everyday essentials, fruit and veg, British fresh meat, freshly prepared sandwiches and meals, bread and hot food served daily.

Amazon has revealed it plans to roll out the concept by opening additional stores in the Greater London area.

Matt Birch, director, Amazon Fresh Stores UK, said: “Since opening our first Amazon Fresh store in Ealing, we’ve heard from our customers how much they enjoy the tasty food from our new ‘by Amazon’ range and the effortless shopping experience; we are excited to open our second shop today in Wembley Park. The store features our Just Walk Out technology, which enables customers to take what they want and just walk out, making shopping for essential grocery items even more convenient.”

See inside Amazon Fresh, Ealing

Retail Analysis subscribers can read our store visit report for Amazon Fresh, Ealing here. Key features include an easy shopping experience, the retailer's new private label range, by Amazon, and a focus on convenience missions.