Britain's favourite fresh produce magazine since 1895
Chris White

BY CHRIS WHITE

@chrisfruitnet

Friday 5th March 2021, 10:36 London

Exclusive: Amazon Fresh opens in London

Fruitnetís Chris White visits Amazonís innovative till-free supermarket on the storeís 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.

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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.

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OK, so this is how it all works.…

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

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Pick up a shopping bag...

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And start filling it up…

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

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

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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.

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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!

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