Amazon opens latest Fresh store in south west London

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Amazon has opened yet another one of its Fresh grocery stores in East Sheen, as it takes aim at grocery giants Tesco and Sainsbury’s.

The opening marks the ecommerce giant’s seventh convenience store in the UK, all of which being located in London.

The store uses Amazon’s Just Walk Out technology, meaning customers need to only pick items off the shelves, bag them and walk out after entering the store after scanning a QR code found in their Amazon apps.

The new Fresh store offers a wide variety of its “By Amazon” range which includes hot counter food and drinks, on-the-go meals for breakfast, lunch and dinner and everyday grocery offerings.

READ MORE: Sainsbury’s to open first checkout-free store in London using Amazon technology

News of the opening comes only a few days after East Sheen was confirmed as one of two new locations for the ecommerce giant’s next Fresh store, the other being Chingford in Essex, which has yet to open its doors.

Amazon’s assault on the high street has prompted its rivals to launch their own Just Walk Out alternatives, with Tesco’s GetGo store opening in High Holborn, utilising similar technology.

Sainsbury’s has also recently announced it is also opening its own cashierless store location in the same area.

Experts believe that it is only a matter of time before the cashierless model becomes the norm within the sector.

Amazon’s Just Walk Out tech makes “every other grocery store obsolete,” according to ex-Amazon executive Brittain Ladd.

Ladd described Amazon Fresh’s arrival onto the high street as the grocery sector’s “Pearl Harbour moment”.

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