Mar 4, 2021

Amazon opens first physical store outside North America

Amazon has opened a convenience store in west London, its first physical outlet outside North America, as it looks to test appetite for automated store formats and their associated technology in Europe. The store is similar in concept to the Amazon Go outlets already operating in the US, the first of which opened three years ago. It is branded Amazon Fresh, a name used for full-sized supermarkets in the ecommerce company's home market and synonymous with its food delivery service in the UK. The UK store will feature the same "Just walk out" technology as Amazon Go stores, allowing customers to place items in a bag and leave the store. Birch would not be drawn on whether Amazon would also consider expansion into larger food stores located out of town, with potential utility as local delivery hubs. In the US, Amazon operates 26 Go stores focused on takeaway food, along with two Go Grocery stores, 10 Amazon Fresh supermarkets and more than 470 Whole Foods stores.

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