Amazon Fresh
IndustryRetail / Grocery
Founded2007; 16 years ago (2007)
Areas served
Delivery: United States, Berlin, Hamburg, London, Milan, Munich, Rome, Tokyo, Singapore, Madrid, India
Stores: Chicago, London, Los Angeles, Philadelphia, Pittsburgh, Seattle, Washington D.C., Bellevue
ParentAmazon Edit this at Wikidata (US)

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] In 2020, Amazon Fresh opened several physical stores in the United States[2] and the United Kingdom. The first store opened in the Los Angeles area,[3] followed by the Chicago, Pittsburgh, Philadelphia, Seattle, Washington, D.C.,[4] and other areas.[5]

History and business model

An Amazon Fresh delivery truck in Seattle
An Amazon Fresh delivery truck in Seattle
Amazon Fresh convenience store in London, United Kingdom
Amazon Fresh convenience store in London, United Kingdom

Amazon Fresh started in 2007 as an add-on grocery delivery service for Amazon Prime members.

Amazon Fresh has rolled out its services gradually, targeting specific parts of various metropolitan areas and partnering with local speciality stores for delivery of local items. The Amazon Fresh website allows potential customers to check availability by postal code.[citation needed]

Under its former name, Amazon Grocery, it sponsored the PBS Kids series Curious George.

In March 2017, Amazon announced the beta launch, on March 29, 2017, of Amazon Fresh Pickup, a drive-in-type grocery store for Amazon Prime subscribers.[6] It is a delivery service that lets users shop online, reserve times to pick up the groceries, and have them loaded into their cars at the store.[7]

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.[8]

In the United Kingdom, Amazon signed a deal with the British supermarket chain Morrisons to provide supplies for Amazon Prime Pantry and PrimeFresh.[9]

In July 2017, it was reported that Amazon Fresh was selling meal kits.[10]

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.[11]

On December 13, 2019, Amazon announced its Fresh service will provide one and two hour delivery of meat, seafood, eggs, and produce in Tampa, Florida.[12]

Amazon Fresh grocery store in Warrington, Pennsylvania
Amazon Fresh grocery store in Warrington, Pennsylvania

In 2020, Amazon announced that they are using the name "Amazon Fresh" for their new chain of physical grocery stores in the Los Angeles and Chicago areas. The first Amazon Fresh grocery store opened to the public on September 17, 2020, in the Woodland Hills neighborhood of Los Angeles.[13][14] On December 10, 2020, Amazon Fresh opened its fifth store and first location outside of California in the Chicago suburb of Naperville.[15]

On March 4, 2021, the first Amazon Fresh store in Europe was opened, in the Ealing Broadway Centre shopping mall in Ealing, West London.[16] The site previously had been occupied by the clothing retailer Monsoon Accessorize.[17]

Amazon Fresh opened their first grocery store in the Washington, D.C. area on May 27, 2021, in the suburb of Franconia, Virginia.[18] On June 17, 2021, Amazon Fresh opened a location in the Seattle suburb of Bellevue using "Just Walk Out" technology which allows customers to skip the checkout line when purchasing their groceries.[19] Amazon Fresh opened their first location in Washington, D.C. in the Logan Circle neighborhood on July 22, 2021; this location uses "Just Walk Out" technology.[20] On August 5, 2021, the first Amazon Fresh grocery store in Pennsylvania opened in the Philadelphia suburb of Warrington. Two more in Bensalem & Broomall will follow.[21] In September and November, 2021, it was revealed that an Amazon Fresh grocery store would be opening in Braintree and Saugus, Massachusetts respectively;[22][23] and one in Billerica, Massachusetts according to a report from June 2022.[24] On August 29, 2022, it was revealed that an Amazon Fresh grocery store would be opening in Leominster, Massachusetts.[25] On November 23, 2022, it was revealed that an Amazon Fresh grocery store would be opening in Westborough, Massachusetts.[26] On December 7, 2022, it was revealed that an Amazon Fresh grocery store would be opening in Plymouth Township, Michigan.[27]

Amazon Fresh announced it will opening up at store in Pittsburgh at Ross Park Mall expected to open in the spring of 2023, the first ever grocery location inside a shopping mall.[28]

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.”[29]

Amazon announced that it would start charging delivery fees on Prime orders under $150, beginning February 28, 2023.[30]

Product lines

Amazon Fresh sells grocery items and a subset of items from the main 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.[31]


In the United States in 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.[5] In June 2022, Amazon Fresh had 17 locations in London, UK.[32] As of September 2022, 2 Amazon Fresh stores have been confirmed as future locations in Roseville and Stockton, California.[33]

Cashierless retail

Amazon Fresh store in Naperville, IL, with a Dash Cart in the background
Amazon Fresh store in Naperville, IL, with a Dash Cart in the background

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.[34][35] The cart also has a weight sensor to weigh produce priced by weight.[36]

Some Amazon Fresh stores use "grab and go" 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.[37]

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[35] or do not have an Amazon account.[citation needed]

See also


  1. ^ "Lieferdienst für Lebensmittel: In dieser deutschen Stadt will "Amazon Fresh" nun starten" [“Amazon Fresh” now wants to start in this German city]. Frankfurter Allgemeine (in German). November 8, 2017. ISSN 0174-4909. Retrieved February 19, 2020.
  2. ^ Soper, Taylor (August 27, 2020). "Amazon opens first Fresh grocery store, debuts high-tech shopping cart in retail expansion". GeekWire. Retrieved February 11, 2021.
  3. ^ "First Amazon Fresh grocery store opens in Woodland Hills". August 27, 2020. Retrieved December 9, 2020.
  4. ^ "Amazon Fresh announces second Chicago-area grocery store opening". Chicago Tribune. January 22, 2021. Retrieved February 11, 2021.
  5. ^ a b "Store Locations". Retrieved February 11, 2021.
  6. ^ Etherington, Darrell (March 28, 2017). "Amazon debuts AmazonFresh Pickup, drive-up groceries delivered to your trunk". TechCrunch. Retrieved March 29, 2017.
  7. ^ Balakrishnan, Anita (March 28, 2017). "Amazon Prime members can soon buy groceries from their phones, and have them delivered to their cars". CNBC. Retrieved March 29, 2017.
  8. ^ Heuzeroth, Thomas (May 4, 2017). "Amazon Fresh: Lebensmittelversand startet in Deutschland". DIE WELT. Retrieved September 27, 2018.
  9. ^ Ruddick, Graham (February 29, 2016). "Amazon to start selling fresh and frozen Morrisons food". The Guardian. Retrieved April 28, 2018.
  10. ^ Gartenberg, Chaim (July 18, 2017). "Amazon's prepackaged Meal Kits are reportedly already on sale". The Verge. Retrieved September 5, 2017.
  11. ^ Del Rey, Jason (November 3, 2017). "Amazon is shutting down its Fresh grocery delivery service in parts of five states". Recode. Retrieved November 3, 2017.
  12. ^ Goldschmidt, Bridget (December 13, 2019). "Amazon Fresh Grocery Delivery Coming to Tampa, Fla". Progressive Grocer. Retrieved December 26, 2019.
  13. ^ Peterson, Hayley (September 17, 2020). "'It was like the Willy Wonka golden ticket': Amazon customer reveals his first experience inside the tech giant's new grocery store that just opened to the public". Business Insider. Retrieved September 26, 2020.
  14. ^ Bonifacic, Igor (September 17, 2020). "Amazon Fresh grocery store in Los Angeles opens to the public". Engadget. Retrieved September 26, 2020.
  15. ^ Elejalde-Ruiz, Alexia (December 4, 2020). "Amazon Fresh to open Thursday in Naperville. Here's what to expect from the high-tech grocery store". Chicago Tribune. Retrieved August 7, 2021.
  16. ^ Kelion, Leo (March 4, 2021). "Amazon Fresh till-less grocery store opens in London". BBC News. Archived from the original on March 4, 2021. Retrieved March 4, 2021.
  17. ^ Cuthbertson, Anthony (March 2, 2021). "Amazon's first checkout-free supermarket is coming to the UK". The Independent. Archived from the original on March 2, 2021. Retrieved March 4, 2021.
  18. ^ Finch, Justin; Barnes, Sophia (May 27, 2021). "Amazon Fresh Opens First DC-Area Store with High-Tech Carts, Alexa Kiosks". Washington, DC: WRC-TV. Retrieved August 7, 2021.
  19. ^ Long, Katherine Anne (June 17, 2021). "Amazon brings its cashierless tech to Factoria in largest-yet grocery test". The Seattle Times. Retrieved August 7, 2021.
  20. ^ Clabaugh, Jeff (July 22, 2021). "DC's first Amazon Fresh has opened (and you can grab and walk out)". Washington, DC: WTOP-FM. Retrieved August 7, 2021.
  21. ^ Arvedlund, Erin (August 5, 2021). "Amazon's concept to reinvent grocery shopping has come to Warrington, with Bensalem next". The Philadelphia Inquirer. Retrieved August 5, 2021.
  22. ^ Whitfill, Mary (September 30, 2021). "Amazon Fresh store under construction in Braintree shopping center". The Patriot Ledger. Retrieved June 15, 2022.
  23. ^ Welker, Grant (November 18, 2021). "Amazon Fresh will open first Boston-area location". Boston Business Journal. Retrieved June 15, 2022.
  24. ^ Kelley, Christen (June 17, 2022). "Amazon Fresh, apartments to replace Market Basket, Kmart's Billerica Mall locations". Wicked Local. Retrieved June 29, 2022.
  25. ^ S, Mike (August 29, 2022). "Practically Confirmed: Amazon Fresh Store Coming to Leominster". Living in Leominster. Retrieved October 5, 2022.
  26. ^ McNamara, Neal (November 23, 2022). "Amazon Grocery Store Coming Soon? Company Mum On Route 9 Plans". Westborough, MA Patch. Retrieved December 8, 2022.
  27. ^ Colvin, Laura (December 7, 2022). "Is an Amazon Fresh under construction in Plymouth Township? Supervisor says yes". Observer and Eccentric Newspapers and Hometown Weeklies. Retrieved December 10, 2022.
  28. ^ "Center Map of Ross Park Mall - A Shopping Center In Pittsburgh, PA - A Simon Property".
  29. ^ Ciliberti, Dino (November 17, 2022). "Amazon Fresh Store Delayed From Possible Bensalem Township Opening". Bensalem, PA Patch. Retrieved December 8, 2022.
  30. ^ Hadero, Haleluya (January 27, 2023). "Amazon axes free grocery delivery on Prime orders under $150". Associated Press.
  31. ^ Amazon Fresh vs. Whole Foods vs. All of Grocery, Jennifer Strailey, Winsight Grocery Business, 3 May 2021.
  32. ^ "Amazon Fresh stores. Now open in London". Retrieved June 10, 2022.
  33. ^ Duffy, Mike (April 19, 2022). "Amazon Fresh coming to Roseville, possibly Elk Grove". Retrieved September 22, 2022.
  34. ^ Graham, Jefferson (August 27, 2020). "Amazon Fresh opens first supermarket in Los Angeles with checkout in cart". USA TODAY. Retrieved April 18, 2022.
  35. ^ a b Brown, Dalvin (July 14, 2020). "Dash Cart: Amazon's smart shopping cart knows what you're getting, displays your subtotal". USA TODAY.
  36. ^ Statt, Nick (July 14, 2020). "Amazon's new smart shopping cart lets you check out without a cashier". The Verge.
  37. ^ Guerrero, Rafael (March 3, 2022). "Second Amazon Fresh store opens in Naperville and features 'Just Walk Out' technology". Retrieved April 18, 2022.