Heads up - Even though Amazon Fresh probably won’t become the main grocery store for many shoppers, the store reflects a bigger issue: that many younger shoppers (and employees as well) don’t find a big supermarket compelling or relevant – and this is a challenge which can’t be ignored. As you’ll see below, these observations underscore that while Amazon Fresh does many things right, there is room for improvement, especially in the perishable categories. We asked one grocery executive to give us their candid reaction after visiting the two Amazon Fresh stores open in the Chicago area. To help do this, we wanted to get a view of Amazon Fresh through the eyes of an experienced hands-on grocery executive, given that building and running a store that offers a variety of grocery categories – including perishables – requires skills, knowledge, and equipment to deliver effective merchandising and consistently high-quality fresh product.

For this reason, we feel that having a wider range of players and perspectives evaluate its strengths and weaknesses is better. Amazon Fresh is a formidable competitor trying to make inroads in the physical grocery space.

Amazon fresh supermarket