After much buildup and press since the start of 2020, Amazon AMZN -0.2%’s new grocery concept in Woodland Hills, California is finally here. The new store — dubbed Amazon Fresh AMZN -0.2% — has already opened to “a select group of invited customers,” and Amazon says that it will soon open the store “widely to the public in the coming weeks.”
On the surface, the store concept doesn’t read like much. There is hot food, like made-to-order pizzas, rotisserie chicken, and fresh-baked bread. There are shelves stocked with cool sounding Amazon private label brands, like Fresh and Cursive. And, there is even a 5% cash back reward for customers who “use their Amazon Prime Rewards Visa Signature Card or Amazon Prime Store Card at checkout.” For all intents and purposes, the store sounds like another garden variety grocery store.
But, au contraire mon frère — Amazon Fresh is anything but ordinary.Forbes