What Amazon's First Fresh Grocery Store Looks Like

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Amazon  (AMZN) - Get Report has opened up its first Fresh grocery store in Woodland Hills, Calif. For now, only select customers with invitations can shop at the store. However, it is opening to the public in a few weeks.

The store will sell national brands, produce, meat, and seafood, as well as prepared foods like made-to-order pizza, hot sandwiches, and fresh bread. 

Shoppers can use the Amazon Dash Cart to skip the checkout line. The Dash Carts -- built with cameras and a highly-sensitive scale -- are able to track and tally grocery items in real-time as shoppers add or remove them from the cart. 

Amazon Dash Cart

Amazon Dash Cart

Amazon says the carts work best for small- or mid-sized shopping trips, and that the technology enables customers to leave the store without ever swiping a credit card or waiting in line. A receipt is sent to the customer's email account, and the payment is processed using the credit card on the customer's Amazon account.

For fresh items, like vegetables or fruits, customers type in a four-digit code on the cart’s display, and then the smart cart figures out the pricing. The carts fit about two grocery bag's worth of items. Carts also have a coupon scanner.

During the pandemic, the new Fresh store is operating at 50% capacity. There will be daily temperature checks for all employees, as well as a mask requirement for customers and employees alike.

Amazon Fresh store in Woodland Hills, Calif.

Amazon Fresh store in Woodland Hills, Calif.

Amazon has been toying with cashier-less shopping experiences for a few years.

In February, it opened its first full-size, cashier-less grocery store in Seattle, expanding the technology in its Amazon Go shops, which are more like convenience stores.

The 10,400-square-foot “Amazon Go Grocery” store uses cameras and sensors to detect which products customers pick off the shelves, allowing shoppers to pay for groceries without the help of a cashier.

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