Amazon opens Fresh store in White City

Amazon has opened the latest of its ‘just walk out’ Amazon Fresh grocery stores in London’s White City today.

The store is the e-commerce giant’s third to open in the capital as it seeks to make inroads into the bricks-and-mortar retail market.

Stores are already open in Wembley and Ealing, with customers able to use an app to enter before taking groceries off the shelves and bagging items as they go.

Amazon’s payments technology then enables the customer to walk out without paying, with the cost of their shop automatically taken from their account via the Amazon App.

Customers do not need to be Prime members in order to shop in Amazon Fresh stores.

A statement from the company said: “The Amazon Fresh store in White City will offer customers a wide selection of its private food brand, ‘by Amazon’. The brand has hundreds of delicious products, including meat, fish, dairy, fruit and veg, bakery, freshly prepared meals and everyday essentials. Customers will also find a range of hot food throughout the day.”

Amazon Fresh also sells household goods and own-brand ‘by Amazon’ products, all specifically created for with UK customers in mind. A wide range of ‘by Amazon’ hot food items will also be freshly prepared in-store and served from a grab-and-go heated cabinet.

Amazon said it plans to open more Amazon Fresh stores in the greater London area in the future.

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