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The international marketing magazine for fresh produce buyers in
Europe
Chris White

BY CHRIS WHITE

@chrisfruitnet[twitter_ic]

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Download PDF Print

Friday 5th March 2021, 10:36 London

Exclusive: Amazon Fresh opens in London

Fruitnet's Chris White visits Amazon's innovative till-free
supermarket on the store's first day of trading

I was in the west London suburb of Ealing yesterday for the opening
day of Amazon Fresh's first store outside the US. Scroll down to see
the photos I took, as well as some comments along the way.

GB Amazon Fresh London 12

GB Amazon Fresh London 2

London may still be under lockdown, but no surprise on opening day
that there was a 20-minute queue after 7pm to get into a store whose
USP is that you don't need to queue when you leave.

GB Amazon Fresh London 3 Chris White Fruitnet

OK, so this is how it all works....

GB Amazon Fresh London 4

Business as usual: after scanning your phone to get through the gate,
the fruit and veg section is the first you come to...

GB Amazon Fresh London 5

Pick up a shopping bag...

GB Amazon Fresh London 6

And start filling it up...

GB Amazon Fresh London 7

It's all Amazon own-brand. Except in the bagged salads!

GB Amazon Fresh London 8

GB Amazon Fresh London 9

GB Amazon Fresh London 10

GB Amazon Fresh London 11

GB Amazon Fresh London 13

GB Amazon Fresh London 14

GB Amazon Fresh London 15

GB Amazon Fresh London 16

With cherries and berries at the front of the first fixture at the
top of the first aisle...

GB Amazon Fresh London 17

GB Amazon Fresh London 24

And the only loose product in the store is the snack section next the
exit. This place is all about grab and go. And for the first time
that what's you can do. No checkouts, no cash payment, no queues.

GB Amazon Fresh London 18

GB Amazon Fresh London 25

GB Amazon Fresh London 19

GB Amazon Fresh London 20

GB Amazon Fresh London 20b

GB Amazon Fresh London 23

GB Amazon Fresh London 21

I leave the store and my till receipt pops up in my Amazon account
before I get to my car. It even tells me I spent 22 minutes and 22
seconds inside. Less time next time!

GB Amazon Fresh London 26

Enjoyed this free article from Eurofruit Magazine and its team of
editors? Don't miss out on even more in-depth analysis, plus all the
latest news from the fresh produce business. Subscribe now to 
Eurofruit Magazine.

Chris White

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