The latest example of the Amazon Fresh grocery format can be found in North Hollywood, California.

Amazon has opened an approximately 25,000sq ft Amazon Fresh store in the North Hollywood neighbourhood of Los Angeles. The omni-channel giant unveiled the Amazon Fresh concept with a location in Woodland Hills, California in August 2020, followed by its second Amazon Fresh store in Irvine, California, in October and third location in Northridge, California earlier in November.

Amazon designed the format from the ground up to offer a seamless shopping experience, with extra perks for members of its Amazon Prime paid loyalty program. Although Amazon Fresh features traditional checkout counters, shoppers who prefer to skip the queue have the option of using the Amazon Dash Cart. 

Initially introduced in July 2020, Amazon Dash Cart uses a combination of computer vision algorithms and sensor fusion to identify items customers put in the cart. Customers can place their bags in the cart, sign in using their Fresh QR code in the Amazon app, shop, and exit through the Dash Cart lane to automatically complete their payment.

Amazon plans to open more Amazon Fresh stores in locations including North Whittier, Calif.; as well as the Illinois communities of Naperville, Bloomingdale, Oak Lawn, and Schaumburg.