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First look inside Amazon’s checkout-free grocery store as it opens in UK today

Online retail giant Amazon is to launch its first grocery store on the UK high street, with customers shopping without the need to queue at a till.

Pictures reveal a glimpse of the inside of the first Amazon Fresh shop in Europe which launches as part of a wave of new stores on Thursday.

Shoppers at Amazon’s futuristic “contactless” stores will be able to pick up items and walk out of the store without the need for a till.

Customers will scan a QR code on their way into the store, with cameras and technology identifying the items shoppers take from the shelves.

They will then be charged for the items via an Amazon app on their mobile phone.

The store will be similar to those already opened in the US

The stores will be similar to the 20 Amazon Go stores the company runs in the US but will operate under the Fresh brand it uses for its UK online grocery operations.

Amazon said the store – which will be at the front of the Ealing Broadway Shopping Centre – will be the first of a number of planned openings in London.

Matt Birch, the former Sainsbury’s executive who now leads Amazon Fresh Stores UK, said the company has strived to make grocery shopping “as convenient as possible.”

He said: “The focus was just creating a really easy shopping experience for customers.

First look inside Amazon's checkout-free grocery store as it opens in UK today
Amazon Go Grocery

Matt Birch , director of Amazon Fresh Stores UK
Matt Birch , director of Amazon Fresh Stores UK

“We recognise that UK customers want to shop in a convenient way so we really think they will appreciate being able to walk in and walk out with the shopping they need.”

The company said it has also launched a By Amazon range of hundreds of own-brand products for the stores.

The concept for the contactless stores was first launched in the US in 2018, and it was initially reported last year that the shopping giant was eyeing as many as 30 locations in the UK for bricks and mortar stores.


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