Amazon has opened its third physical Amazon Fresh grocery store in the UK since the beginning of March as it continues its rapid roll out across Greater London.
Amazon Fresh has now opened in White City, one of London’s busiest shopping destinations which hosts Europe’s biggest shopping centre Westfield London.
Like its two other Fresh stores in Ealing and Wembley Park, opened on March 4 and March 16 respectively, the new store will feature Amazon’s flagship “Just Walk Out” shopping’ technology.
The 2500sq ft store uses “computer vision, deep learning algorithms and sensor fusion” to automatically detect any items a customer puts in their shopping basket or returns to the shelf.
This allows shoppers to sign in via their Amazon account when entering the store, select their items then simply walk out, paying for items automatically via their accounts when they exit.
According to Amazon, the “store offers customers everything they’d want from their local neighbourhood grocery store”, including a range of items from Amazon’s increasing roster of own-label brands.
Earlier this week it launched a new private label food brand ‘Aplenty’, which is being launched online and in its physical Amazon Fresh grocery stores in the US.
Aplenty will eventually include hundreds of new branded products, Amazon said in an email announcement, ranging from sweets and salty snacks to pantry staples like frozen foods, condiments, sauces, seasonings, and baking mixes over the next year.
It will mark the latest in a string of private food labels from the retailer, which already sells milk, vegetables and spices under its ‘Happy Belly’ brand, baked goods under ‘Amazon Fresh’, ready meals under its ‘Amazon Kitchen’ brand in the US and various food items under ‘By Amazon’ in its UK Fresh stores.
While Amazon has not yet announced the launch of any UK Fresh stores before the day they open, it says it looks “forward to opening more in the Greater London area in the near future”, suggesting more launches could be just weeks away.