Amazon (Seattle) has announced some major changes to its Amazon Fresh grocery chain, including a refreshed format and expanded product offerings, Grocery Dive reports. Those revisions are meant to revitalize the struggling grocery brand, which started as an e-commerce service more than 15 years ago and began opening stores in 2020.
Several months after pausing the rollout of the Amazon Fresh stores due to underperformance, Amazon has completed updates to a pair of Chicago-area locations that emphasize tried-and-true merchandising tactics over technological wizardry, Grocery Dive reports.
In a post on the Amazon site, Claire Peters, Worldwide Vice President of Amazon Fresh, details the changes to the stores.The reworked locales, in Schaumburg and Oak Lawn, include 1500 new products, new department signage and a Krispy Kreme donut shop, Peters writes.
Those changes, GD notes, are meant to add excitement to locations that consumers and grocery experts both agree have felt dull and undifferentiated. The stores also now feature self-checkout stations, as it appears shoppers were not enamored of Amazon’s proprietary checkout technology, the online news service noted.