Amazon Fresh is the brand we’ve been experimenting with for a few years, and we’re working hard to identify and build the right mass grocery format for Amazon scale. In a 2022 letter to Amazon shareholders written April 13, 2023, CEO Andy Jassy wrote, “Whole Foods is on an encouraging path, but to have a larger impact on physical grocery, we must find a mass grocery format that we believe is worth expanding broadly. Whole Foods Market, which Amazon acquired six years ago, serves a premium format with customers that are less likely to shop at an Aldi, and might even snub their nose at an Amazon Fresh store.Īdditionally, it seems that the premium sector in Whole Foods is too small for Amazon. There already exists an Amazon Market in Eugene, Oregon - a convenience store at 1815 West 11th Avenue ( Google Street View Image Capture Aug 2022) that apparently has no connection to Amazon. It’s not clear if “Amazon Market” is a holdover from a strategy since abandoned, a sign of a new retail format still to come, or a meaningless clerical designation that we’re blowing out of proportion, all of which are possible. The web address resolves to the front page of Whether “Amazon Market” is a code name, or the name of a new grocery format for Amazon is anybody’s guess. ![]() A boiler inspection certificate from the City of Seattle indicates the name “Amazon Market” as the name for a new business occupying the space for the former New Seasons Market (about 23,000 square feet). The Ballard Way address is the former location of a New Seasons Market grocery store that was in a medium-sized building for a grocery store in Seattle. Seattle is the home city of Amazon Corporate Headquarters. Apparently, Amazon Fresh has not found that sweet spot in grocery retail in the scale that Amazon desires. In February 2023 Amazon revealed that the company is working to develop a grocery format that is differentiated from competitors and resonates with shoppers. Amazon Market would be something new … not Amazon Fresh, and not Amazon Go. ![]() There is speculation that a new format store exists or is developing as the company is fine tuning it’s grocery category and/or developing a broader physical store footprint.Īccording to My Ballard, a news site in the Ballard region in North Seattle, Amazon has filed plans for a business using the name “Amazon Market” in the former New Seasons grocery store location at 951 Ballard Way. The location might not be an Amazon Fresh store, but it might be a new unannounced Amazon grocery store. The Amazon Fresh sign at the anticipated location of a future Arlington Heights Amazon Fresh store was removed this April 2023, and you might predict that the plans for an Amazon Fresh store are no more. Amazon Fresh sign with logo removed from Arlington Heights store location in April 2023.
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