Amazon is giving a major upgrade to 26 of its Amazon Fresh fulfillment centers, which will now include products from Amazon Fresh, Amazon.com, and Whole Foods Markets. This means customers can receive items from all three brands in one seamless order. Amazon commented, “Based on customer response, we plan to convert more of our existing fulfillment centers to this model over time, giving more customers access to our broad selection in one simple experience.”
Additionally, Amazon is launching an exciting new venture at a Whole Foods Market location in Plymouth Meeting, Pennsylvania, where the first automated micro fulfillment center will be piloted. This will allow customers to shop for items from Amazon.com and Amazon Fresh for delivery or pickup. As Amazon described, “Imagine a customer shopping in-store—while they browse Whole Foods Market products, they can easily place an order for items like Tide Pods and Pepsi from the Amazon app on their phone.”
Amazon is also making a bold move in Phoenix, Arizona, where a fulfillment center will combine all three brands, offering same-day delivery and supporting the Amazon Prime loyalty program.
While this is currently a pilot program, Amazon plans to expand it to more locations, expecting that customers will increasingly use same-day delivery for ingredients and meals. As Claire Peters, Worldwide VP at Amazon Fresh, put it, “When you consider that most customers visit four to five grocery retailers a month, that’s a challenge. At Amazon, we believe we can change that by making grocery shopping easier, more affordable, and faster every day.”
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