Amazon has opened its fourth London supermarket in the heart of Canary Wharf as it launches a wider rebrand of its Amazon Go Grocery stores.
Amazon Fresh has opened at another of London’s busiest districts, marking the fourth fresh store to open in the city in three months as the retail giant powers ahead with its rapid bricks-and-mortar rollout.
The 2500sq ft store will, like it counterparts in Ealing, Wembley Park and White City, feature Amazon’s signature “Just Walk Out” cashierless shopping technology.
It comes as Amazon launches a rebrand of its Go Grocery stores in a bid to simplify its rapidly expanding physical roster.
Amazon Go was the retailer’s first physical grocery store and pioneered its cashierless shopping technology, using an array of cameras, sensors and machine learning to recognise when a customer puts items in their basket before charging their accounts when they walk out.
In 2020 it launched Go Grocery stores, around five times larger than its smaller Go convenience stores, featuring a far larger selection of items including hundreds of own-brand products.
These Go Grocery stores, which currently only exist in the US, will now be rebranded as Amazon Fresh to bring them in line with the branding and offering seen here in the UK.
Alongside its growing physical estate, Amazon is pushing rapidly into own-branded FMCG goods, launching new private label food brand ‘Aplenty’ last month online and in its 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 UK Fresh stores.