Amazon is continuing to expand its high-tech grocery format with a new location in California.
The latest Amazon Fresh store, opening Feb. 25 in Fullerton, Calif., measures approximately 45,000-sq.-ft. Amazon designed the Amazon Fresh format from the ground up to offer a seamless shopping experience, with extra perks for members of its Amazon Prime paid loyalty program.
Although Amazon Fresh features traditional checkout counters, shoppers also have the option to use the Amazon Dash Cart, which leverages a combination of computer vision algorithms and sensor fusion to identify items placed in it. Customers can place their bags in the cart, sign in using their Fresh QR code in the Amazon app, shop, and exit through the Dash Cart lane to automatically complete their payment.
In another omnichannel offering, customers can find items more quickly by using Amazon Alexa voice technology and Alexa shopping lists. When customers arrive in store, they can access their Alexa shopping list through the Amazon app or on the Amazon Dash Cart, enabling them to more quickly navigate aisles and check off items as they shop.
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