"Amazon opened Fresh in 2020 after acquiring Whole Foods in 2017. Some assumed that Amazon Fresh would offer their favorite organic yogurt or premium meat because of the shared ownership. While Fresh stores did stock some Whole Foods 365 products, store employees said, Amazon sought to offer more affordable groceries and showcase its technology, such as Just Walk Out and smart shopping carts, at Amazon Fresh."
"For Amazon, grocery represents an industry the company has yet to crack in the same way it did with books or cloud computing. Market-research firm Numerator estimates that Walmart controlled about 21% of the US grocery market, across online and in-store sales, as of September. Amazon and Whole Foods each held roughly 1.6%. An Amazon spokesperson told Business Insider on Friday that Numerator's figures "underrepresent" the company's grocery share."
Customers sometimes expected Whole Foods products at Amazon Fresh due to shared ownership, but Fresh prioritized affordability and showcasing technology like Just Walk Out and smart shopping carts. Amazon opened Fresh in 2020 after acquiring Whole Foods in 2017 and stocked some Whole Foods 365 items while aiming for a different value proposition. Amazon announced plans to close roughly 60 Fresh stores in the US and to expand Whole Foods and grocery delivery services. The Fresh closures mark another setback in Amazon's physical retail experiments after earlier concepts, leaving Whole Foods as the company’s remaining brick-and-mortar grocery brand.
Read at Business Insider
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