Amazon rebranding Amazon Go Grocery, according to report

Marianne Wilson
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Amazon is changing the name of one of its brick-and-mortar store formats. 

Amazon is renaming its Amazon Go Grocery store brand to “Amazon Fresh,” reported GeekWire, and closing its Amazon Go Grocery store near Microsoft’s headquarters in Redmond, Wash. The other Amazon Go Grocery store in Seattle’s Capitol Hill neighborhood will remain open and be called “Amazon Fresh.”

Amazon Go Grocery, which made its debut in early 2020, in early 2020, is modeled on — and uses the same technology as — Amazon Go but on a bigger scale.

The change comes as Amazon has been expanding its Amazon Fresh grocery store concept, which currently has 12 U.S. locations. Additional locations are slated to open in New Jersey (in Woodland Park and Paramus), Seattle and Bellevue, Wash., with more stores reportedly in the works.