Chapter 1: Introduction to Amazon Fresh

My interest in Amazon Fresh sparked after watching Monica Shelby's YouTube video about Amazon Go. I was eager to explore this grocery store concept. For those who prefer traditional shopping methods, Amazon Fresh still offers a classic checkout option where a cashier assists you. I chose the conventional checkout process using a standard grocery cart rather than opting for the Just Walk Out feature with the Amazon Dash Cart.

Section 1.1: The Amazon Dash Cart Experience

For anyone curious about Amazon's cashierless technology, it's worth noting that the Amazon Dash Cart appears compact and seems to accommodate only two grocery bags. This might not be ideal for larger shopping trips. Unlike Amazon Go, where sensors are overhead, Amazon Fresh utilizes sensors integrated into the Dash Cart, meaning the experience isn't fully automated. Based on various YouTube demonstrations, when purchasing items like fruits and baked goods, customers must enter the PLU codes before placing them in the cart.

Subsection 1.1.1: Utilizing Alexa for Shopping

During my visit, I noticed an Ask Alexa station, though I didn't engage with it at the time. I later discovered that shoppers can inquire about product locations, and Alexa will provide aisle information.

Chapter 2: Product Selection and Pricing

If you're considering online ordering with options for pickup or delivery, you can take advantage of a 30-day free trial of Amazon Prime through my referral link. As a note, I earn a small commission from Amazon at no extra cost to you if you sign up.

The product assortment at Amazon Fresh combines offerings typical of conventional grocery stores with selections from Whole Foods.

Here's a breakdown of prices for seven items I purchased, compared to similar products at Target and Walmart:

1. Fresh Brand — Wild Caught Yellowfin Tuna Steaks, 12 oz (frozen) for $10.29
   • Target: Good & Gather, 16 oz (frozen) at $9.99.
   • Walmart: Fresh tuna priced around $7.93 for 0.65-0.75 lb, averaging $10.57/lb.
2. Fresh Brand — Atlantic Salmon, 12 oz (previously frozen) for $6.99
   • Target: Good & Gather, 16 oz (frozen) at $9.99.
   • Walmart: Fresh salmon at about $9.96 for 0.7–1 lb, averaging $11.07/lb.
3. Fresh Brand — Baby Peeled Carrots (16 oz) for $1.19
   • Walmart: Baby carrots (16 oz) at $0.99.
   • Target: Good & Gather, 16 oz at $0.99.
4. Wedderspoon Raw Premium Manuka Honey, Kfactor (8.8 oz) for $23.99
   • Walmart: $21.98.
   • Target: $23.49.
5. Artichoke for $1.99 (was $2.49)
   • Walmart: $2.74.
   • Target: Not available, but I’ve seen higher prices elsewhere when not on sale.
6. Green Kale, 1 Bunch for $1.49
   • Walmart: $0.98 (fresh bunch not available, only a 16 oz bag for $3.28).
   • Target: Good & Gather chopped kale (16 oz) at $2.69.
7. Broccoli at $1.99/lb
   • Walmart: Approximately $1.72/lb.
   • Target: $2.59 for a bunch.

In comparison to retailers like Aldi, some produce items, such as potatoes and zucchini, tend to be pricier at Amazon Fresh, leading me to skip those purchases. Overall, the prices for the items I selected were comparable to those at Walmart and Target. Fortunately, I had a promotional coupon that significantly reduced my total, making it more affordable than both Walmart and Target.

I didn’t have time to explore the entire store, but if I return to Amazon Fresh, I might consider writing a follow-up piece.

If you've made it this far, thank you for reading! Have you had the chance to shop at an Amazon Go or Amazon Fresh store? What are your thoughts on the experience?

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