Amazon opens 12th high-tech grocery store in U.S.

Amazon is now operating eight Amazon Fresh brick-and-mortar grocery locations in Southern California.

The latest addition to the rapidly growing Amazon Fresh format opens Thursday, March 18 in Long Beach, Calif. The approximately 40,000-sq.-ft. store was designed from the ground up to offer a seamless shopping experience, with extra perks for members of the Amazon Prime paid loyalty program. 

Amazon also operates seven other Amazon Fresh stores in California, as well as four locations in Illinois. In addition, the retailer is currently hiring for two new Amazon Fresh grocery stores that will open in King County, Wash. Bloomberg recently reported that Amazon plans to open at least 28 additional Amazon Fresh stores across the U.S.

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. The 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, customers have access to Amazon.com package pick-up and free packageless product returns, as well a range of prepared foods made fresh in store every day.