![]() ![]() In part, Amazon is angling to compete in the brick-and-mortar grocery mass market now dominated by chains like Kroger, Albertsons and Walmart. Rather than catering to well-off, health-conscious liberals or the high-tech crowd, Amazon Fresh is a store for the everyshopper. (Amazon has since abandoned the Amazon Go Grocery concept, rebranding the Capitol Hill location Amazon Fresh.)īut Amazon’s newest foray into grocery may be the most consequential yet. Same concept but bigger, a real grocery store, though not as large as your average Safeway or QFC. ( Under pressure, Amazon later introduced a cash payment option.) Two years later, an Amazon Go Grocery opened on Capitol Hill. A smartphone app automatically debits your account. Walk in, walk out, no need to check out - a dense array of ceiling cameras and sensors tracks your every move, cataloguing the items you select. ![]() That’s when the first Amazon Go convenience store, located in the company’s Day 1 building in South Lake Union, opened to the public. The truly Amazonified shopping experience arrived in January 2018. Whole Foods may have been, above all else, Amazon’s way of learning the industry. Amazon made some changes to the chain, introducing discounts for Prime members, squeezing more labor out of workers and phasing out a partnership with Instacart in favor of Amazon’s own online ordering and delivery service. Perhaps for this reason, Amazon dove into the world of brick-and-mortar grocery, acquiring Whole Foods in 2017. It turns out that delivering fresh food to your door, quickly and cheaply, isn’t easy. That’s extremely slow going, in Amazon terms. cities now, an Amazon spokesperson says it’s available in most major metropolitan areas and a handful of overseas markets. As of late 2019, it was available in 19 U.S. Over six years this service expanded through the Seattle area, and then to several California cities. In 2007, after first dipping its toes into delivering nonperishable foods, Amazon launched a home grocery delivery pilot for the affluent residents of Mercer Island, also branded AmazonFresh. Amazon has been experimenting in grocery for well over a decade. ![]()
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