Amazon opens 10th high-tech Amazon Fresh grocery store

Dan Berthiaume
Senior Editor, Technology

Amazon is continuing to expand its high-tech grocery format with a new location in California.

The latest Amazon Fresh store, opening Feb. 25 in Fullerton, Calif., measures approximately 45,000-sq.-ft. Amazon designed the Amazon Fresh format from the ground up to offer a seamless shopping experience, with extra perks for members of its Amazon Prime paid loyalty program. 

Although Amazon Fresh features traditional checkout counters, shoppers also have the option to use the Amazon Dash Cart, which leverages a combination of computer vision algorithms and sensor fusion to identify items placed in it. Customers can place their bags in the cart, sign in using their Fresh QR code in the Amazon app, shop, and exit through the Dash Cart lane to automatically complete their payment.

In another omnichannel offering, customers can find items more quickly by using Amazon Alexa voice technology and Alexa shopping lists. When customers arrive in store, they can access their Alexa shopping list through the Amazon app or on the Amazon Dash Cart, enabling them to more quickly navigate aisles and check off items as they shop. 

Throughout the store, there are Amazon Echo Show devices customers can use to ask for help via Alexa voice technology, such as by saying, "Alexa, where can I find the hot sauce?"

Amazon now operates seven Amazon Fresh stores in California, in the communities of Woodland Hills, Irvine, Northridge, North Hollywood, Whittier, and Ladera Heights, as well as Fullerton. The retailer also has three Illinois Amazon Fresh locations in Naperville, Schaumburg, and Oak Lawn.

In addition, Amazon is currently hiring personnel for two new Amazon Fresh grocery stores slated to open in King County, Wash.

The Amazon Fresh format also offers direct same-day delivery and pickup services. Customers can pick up their orders by visiting the service counter or by pulling up to a dedicated pick-up parking spot. Same-day delivery is free for Prime members. 

Furthermore, the store format offers package pick-up and free packageless product returns, as well as a wide assortment of national brands and produce, meat, and seafood, along with a range of prepared foods made fresh in store every day. Customers will earn 5% back at Amazon Fresh when they use their Amazon Prime Rewards Visa Signature Card or Amazon Prime Store Card at checkout.

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