Amazon’s New Grocery Concept To Be Called ‘Fresh,’ Now Open in Woodland Hills, Company’s First Location

Technology-laden grocery store will include Amazon Echo Show smart displays that summon Amazon's virtual helper, Alexa, to answer questions like, "Where can I find milk?"
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Amazon on Thursday announced its new, top-secret grocery store concept will be called Amazon Fresh. The e-commerce giant’s announcement arrives as its first-ever Amazon Fresh opens in Woodland Hills, Calif., at 6245 Topanga Canyon Blvd. The 35,000-square-foot store is shoppable by-invitation-only, initially, and is expected to open to the general public in September.

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“Amazon Fresh is a new grocery store, designed from the ground up to offer a seamless grocery shopping experience, whether customers are shopping in-store or online,” the company explains in an FAQ section on the grocery store’s website. “We’ve taken our decades of operations experience to deliver consistently low prices for all and FREE, same-day delivery for Prime members.”

At Amazon Fresh, customers can expect what they’d find at any normal grocery store: national brands, produce, meat, seafood, and prepared foods. But Amazon Fresh is bound to stand out with its technology. For example, the Woodland Hills location is piloting the Amazon Dash Cart, which “enables customers to skip the checkout line, and new Alexa features to help customers manage their shopping lists and better navigate our aisles.” Also throughout the store will be Amazon Echo Show smart displays that utilize Amazon’s virtual helper, Alexa, to answer questions like, “Where can I find milk?”

During its preview period, select Amazon Prime members who live in the area will receive an invite by email to shop at the Woodland Hills Amazon Fresh. “We often invite a group of people to test new offerings so we can learn from their feedback,” according to the. Amazon Fresh FAQ. “We are inviting a select group of invited customers to experience the Amazon Fresh store before the opening to gather valuable feedback that will help us improve the customer experience.”

As first reported by What Now Los Angeles, Amazon Fresh is planned across SoCal including in Porter Ranch, North Hollywood, Westchester, and La Verne. The new grocery store is separate from Whole Foods Market which Amazon acquired in 2017.

Click here to read more about Amazon Fresh.

Caleb J. Spivak

Caleb J. Spivak (CJS) is the Founder of What Now Media Group, Inc., the publisher of What Now Atlanta and What Now Los Angeles.
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