Amazon Fresh Finds Its Groove

After a series fits and starts, Amazon Fresh (Seattle) has apparently found a formula that works and is rolling it out, Retail Dive reports. More specifically, the company opened five stores in August, two earlier this month and another today (Sept. 26) in Oxford Valley, Pa. In addition, according to job postings on Amazon’s web site, seven more locales are slated to open in the weeks ahead.

The announced new locations bring Amazon Fresh’s fleet to 52 stores in eight states. The company has also renovated 11 existing locations.

Amazon plans to continue refining its approach to running supermarkets, a spokesperson told RD, adding that the online giant’s ongoing efforts to update existing Amazon Fresh locations have been paying off in terms of positive results, higher customer satisfaction scores and increased sales.

Amazon Fresh debuted in mid-2020, but the company paused that rollout less than three years later, citing negative feedback from shoppers. The company brought in new executives and spent months adjusting its approach. Amazon subsequently unveiled a fresh concept for the brand late last year that features added signage, stronger price messaging and an expanded product assortment, RD said.