Second, Amazon Fresh customers can start their shopping lists at home via voice and then access the items on their lists by way of their Amazon apps while shopping the store.

ask the kiosks where to find items throughout the store.

According to Amazon Fresh’s website, customers can say things like, “Alexa, where can I find the ketchup,” and Alexa will then tell them where to go.īig blue Alexa kiosk in Amazon's new Amazon Fresh Grocery store in Woodland Hils, CA. Alexa permeates the new fresh experience in a number of ways.įirst, blue Alexa kiosks help Fresh customers find items while they shop. One of the most interesting and sublime experiments happening within Amazon Fresh has to do with Alexa and voice technology. In the former, Amazon still wins, while in the latter, one has to wonder if the use case is broad enough in its appeal to make a difference, and especially when one considers the next point. It’s like doing Target or Walmart without having to physically inventory all the other product categories inside of a store itself.Ī traditional grocer’s only competitive response will be either to allow Amazon into its walls ( similar to Kohl’s KSS) or to partner with third-party services that operate return hubs for online purveyors not named Amazon. It is almost like Amazon is creating a “faux one-stop shop” (my quotes) for everything a general merchandise store would carry but doing it by way of digital connection points and smartly placed counters and curbside services in and out in front of a grocery store.

The closest competitors that offer something similar to this right now are the mass merchants like Walmart WMT and Target TGT, but, keep in mind, their third-party marketplaces and assortment offerings also still pale in comparison to Amazon.Īmazon is instead doing something quite unique.

Amazon fresh market