The company will put the brakes on opening any additional stores under the Amazon Fresh banner in the immediate future.
The high-tech format of Amazon Fresh made its debut back in 2020 in Woodland Hills, California. There are currently 44 Amazon Fresh locations, with close to 20 in California.
Speaking on the company’s fourth-quarter earnings call, Amazon Chief Executive Andy Jassy said that to have a mass physical store offering, “you need a different offering. And that’s what we’ve been working on with Amazon Fresh.”
“We’re doing a fair bit of experimentation today in those stores to try to find a format that we think resonates with customers,” Jassy told analysts on the call. “It’s differentiated in some meaningful fashion and where we like the economics.”
