Amazon Is Trying to Become Your Favorite Grocery Store 

The country's largest e-commerce company is aiming for a rich brick-and-mortar market: Walmart's $800 billion supermarket sector.

To that purpose, Amazon is launching two new supermarket "brands": Amazon Fresh and Amazon Go. Fresh shops are full-service grocery stores, while "Go" is a convenience store brand (or "c-stores").

Today, five years after purchasing upscale Whole Foods for $13 billion, Amazon is forging ahead with its aim to become not only a major grocery chain with walk-in stores, but also one that knows how to cater to its customers.

Technological convenience, such as "cashierless" alternatives, smart shopping carts, and other tech advancements for quick checkout, is one approach to gratify consumers in a rush.

This includes any specific or regional tastes. "At our Amazon Fresh store in Seattle, for example, we were hearing from customers that they wanted collard greens in our prepared foods hot bar, so we added them to our menu," Helbling explained.

What's Out (and Then In)

Amazon is on a spending spree as it tries to push its Amazon Fresh and Amazon Go shopping brands to the top of the national grocery-chain list, but it's also closing down six of its 511 Whole Food stores that aren't working.

Whole Foods stores in Montgomery and Mobile, Alabama; Chicago's DePaul neighbourhood; Tarzana, California; and Brookline, Massachusetts, all closed on May 6. Another store in Chicago's Englewood neighbourhood will close later this month.

Amazon's housecleaning included the closing of its 33 "4-Star" storefronts, which sold popular items from the company's website. It also closed 24 bookstores and nine pop-up kiosks in malls that offered Amazon products like Kindles and Echos.

Amazon Is Getting Fresh

Amazon Fresh, formerly known as Amazon Go Grocery and only available for delivery, is the crown jewel of Amazon's growing brick-and-mortar grocery business.

Amazon Is Getting Fresh

Amazon Fresh, formerly known as Amazon Go Grocery and only available for delivery, is the crown jewel of Amazon's growing brick-and-mortar grocery business.

Not only will it provide high-quality foods for a fraction of the cost of Whole Foods, but the stores will also be as futuristic as they come, with cashierless checkouts, "smart" carts, and Alexa stations on hand to answer queries.

Amazon Fresh has the modern aesthetic of a Whole Foods, but its selections are more conventional, and it has been compared to Trader Joe's in terms of product selection.

Amazon Is Ready to 'Go'

Amazon Fresh, formerly known as Amazon Go Grocery and only available for delivery, is the crown jewel of Amazon's growing brick-and-mortar grocery business.

Amazon is focusing on delighting quick-trip suburban shoppers with the Amazon Go family of convenience stores, in addition to creating a grocery store franchise.

The first store debuted in Seattle in 2018; there are now 24 locations countrywide, the most recent of which is in Mill Creek, Washington, north of Seattle.

At Amazon, You Can 'Just Walk Out'

It's feasible because to Amazon's Just Walk Out technology, which combines "computer vision, sensor fusion, and deep learning," which are high-tech machine-learning jargon that translate to ease for consumers.

Amazon's 'Smart' Dash Carts

The Amazon Dash Cart, meanwhile, uses "computer vision algorithms and sensor fusion" to figure out what you're putting in your cart. All is well if the cart beeps when the item is dropped into the cart.

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