UK’s first Amazon Go store will actually be an Amazon Fresh according to new documents

Amazon’s first physical UK store will be an Amazon Fresh supermarket not a high-tech automated Go store, newly revealed documents suggest.

Earlier this week a report from the Mail on Sunday suggested Amazon was due to open the doors to a new Amazon Go store in Ealing, London this week.

However, drawings submitted as part of a planning application to Ealing Council suggest the store will actually be Amazon’s larger Fresh format.

According to The Grocer, “green vinyl graphics” and various pieces of signage are in the same style and character count as Amazon Fresh, instead of Amazon Go’s typically black and gold branding.

Amazon’s Fresh format is much newer than its Go stores, having opened the doors to its first ever physical store in August last year.

Seeking to differentiate it’s the format from its upmarket WholeFoods stores and its smaller Go convenience stores, Amazon Fresh stores are stocked with a much wider range of supermarket staples.

READ MORE: Amazon Go set to open its first ever UK store this week

Each store stocks big brands like Coca-Cola and Kellogs, its own brands including Happy Belly and Cursive wine, alongside a range of organic items from WholeFoods, which it purchased in 2017.

While it won’t come with inbuild AI-driven cameras which can detect what shoppers’ pickup, Fresh still comes with a host of boundary-pushing technology.

This includes “Dash Carts” which use computer vision and inbuilt scales to identify items and charge customers without them having to visit a cashier.

Shoppers can scan a QR code to activate their cart and link it with their Amazon profile, allowing them to access Alexa shopping lists.

There will also be a number of voice-activated Echo Show displays positioned around the store, which shoppers can ask for information about item locations, or ask for recommendations about what to make for dinner.

While Amazon would not confirm which brand its new store would be, it is still poised to roll out dozens of physical grocery stores across the UK in the coming months, having signed a deal for at least 30 sites.

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