The ecommerce giant now has 17 stores across London, which operate under its Amazon Fresh brand and use Amazon’s Just Walk Out autonomous technology. The stores don’t have cash registers or cashiers and instead use sensors to monitor which products customers pick up.

Amazon Fresh store London, UK

Amazon Fresh store in Canary Wharf.

Grace Dean/Insider


Source: Amazon

I went to a store in Canary Wharf, London’s financial hub, to try it out.

Amazon Fresh store London, UK

Amazon Fresh store in Canary Wharf.

Grace Dean/Insider


The store’s window display was quite plain. There was a poster advertising a deal on hot drinks and pastries designed to lure commuters in …

Amazon Fresh store London, UK

Poster advertising a promotion outside the Amazon Fresh store in Canary Wharf.

Grace Dean/Insider


… as well as instructions on how to actually enter the store.

Amazon Fresh store London, UK

Instructions outside the Amazon Fresh store in Canary Wharf.

Grace Dean/Insider


To get in, you needed to scan a QR code on the Amazon app linked to your account.

Amazon Fresh store London, UK

Entry barriers at the Amazon Fresh store in Canary Wharf.

Grace Dean/Insider


I had downloaded the app before I set off to the store, but it seemed counterintuitive to me that the QR code to enter the store wasn’t under the “Grocery” tab on the app, which was dedicated solely to Amazon Fresh deliveries for Prime users.

Amazon

The Amazon app.

Grace Dean/Insider


Instead, I had to click on the basket item at the bottom and then click on “fresh code.”

Amazon Fresh app

The Amazon app.

Grace Dean/Insider


Once I had a QR code, getting into the store was easy. I went on a Monday afternoon, and though the store wasn’t busy, there was a steady stream of customers throughout my visit.

Amazon Fresh store London, UK

Entry barriers at the Amazon Fresh store in Canary Wharf.

Grace Dean/Insider


The layout of the store was quite minimalistic, with a largely green and black color scheme.

Amazon Fresh store London, UK

Shelves of products in the Amazon Fresh store in Canary Wharf.

Grace Dean/Insider


Signs inside the store told you how the shop worked.

Amazon Fresh store London, UK

Instructions inside the Amazon Fresh store in Canary Wharf.

Grace Dean/Insider


The store had everything you’d expect from a normal grocery store, including fresh produce …

Amazon Fresh store London, UK

Fresh produce in the Amazon Fresh store in Canary Wharf.

Grace Dean/Insider


… and a variety of plant-based options.

Amazon Fresh store London, UK

Amazon-branded plant-based mac and cheese.

Grace Dean/Insider


The store sold products by big-name brands …

Amazon Fresh store London, UK

Shelves of branded products in the Amazon Fresh store in Canary Wharf.

Grace Dean/Insider


… alongside Amazon-own products.

Amazon Fresh store London, UK

Shelves of pizzas in the Amazon Fresh store in Canary Wharf.

Grace Dean/Insider


It was strange seeing Amazon’s logo on fresh food items like potato salad.

Amazon Fresh store London, UK

Amazon-branded potato salad.

Grace Dean/Insider


None of the Amazon-branded milk seemed to be organic, though.

Amazon Fresh store London, UK

Refrigerated products in the Amazon Fresh store in Canary Wharf.

Grace Dean/Insider


Amazon also has a partnership with Morrisons, Britain’s fourth-biggest supermarket, including offering same-day grocery delivery for Prime members. Though most products in the Amazon Fresh store were either big-name brands or Amazon-own brands, I saw a few Morrisons items dotted on the shelves.

Amazon Fresh store London, UK

Morrisons-branded drinks in the Amazon Fresh store in Canary Wharf.

Grace Dean/Insider


I was also surprised to see some cakes made by Booths, an upmarket supermarket chain with around two dozen stores in northwest England. Interestingly, I couldn’t find these cake on Booths’ own website. Booths sells its products online through Amazon Fresh, but as a small, regional supermarket I didn’t expect to see them in the store in London.

Amazon Fresh store London, UK

Booths-branded cakes in the Amazon Fresh store in Canary Wharf.

Grace Dean/Insider


Sources: Booths, Amazon

In the store there were two machines were you could make hot drinks …

Amazon Fresh store London, UK

The hot drinks machine in the Amazon Fresh store in Canary Wharf.

Grace Dean/Insider


… with prices considerably lower than at coffee chains.

Amazon Fresh store London, UK

The hot drinks machine in the Amazon Fresh store in Canary Wharf.

Grace Dean/Insider


One of the machines only made drinks with oat milk.

Amazon Fresh store London, UK

The hot drinks machine in the Amazon Fresh store in Canary Wharf.

Grace Dean/Insider


There was also a stand with hot food …

Amazon Fresh store London, UK

The hot food display in the Amazon Fresh store in Canary Wharf.

Grace Dean/Insider


… like these Amazon-branded baguettes.

Amazon Fresh store London, UK

The hot food display in the Amazon Fresh store in Canary Wharf.

Grace Dean/Insider


On your way out there’s a station when you can grab sugar, napkins, and sauce, too.

Amazon Fresh store London, UK

Sugar, napkins, and sauce in the Amazon Fresh store in Canary Wharf.

Grace Dean/Insider


There was also a bakery section selling fresh bread, doughnuts, and pastries.

Amazon Fresh store London, UK

The bakery display in the Amazon Fresh store in Canary Wharf.

Grace Dean/Insider


Alcohol was available in a small room at the back of the store. To enter, you had to show a member of staff your ID.

Amazon Fresh store London, UK

The alcohol section in the Amazon Fresh store in Canary Wharf.

Grace Dean/Insider


There were lots of brands I recognized, including Corona, Budweiser, and Stella Artois.

Amazon Fresh store London, UK

Shelves of alcohol in the Amazon Fresh store in Canary Wharf.

Grace Dean/Insider


I struggled to find any Amazon-own alcohol.

Amazon Fresh store London, UK

Shelves of alcohol in the Amazon Fresh store in Canary Wharf.

Grace Dean/Insider


The store also had a small Amazon Hub for order pick-ups and returns.

Amazon Fresh store London, UK

An Amazon Hub in the Amazon Fresh store in Canary Wharf.

Grace Dean/Insider


… and the whole chickens seemed very reasonable at just £4 ($5.25) each.

Amazon Fresh store London, UK

Whole chickens for sale in the Amazon Fresh store in Canary Wharf.

Grace Dean/Insider


Milk cost £1.30 ($1.70) for 4 pints, which is comparable with other UK grocers, and Amazon emphasized that it was from British farms. Overall, prices in Amazon Fresh didn’t seem any lower than other stores.

Amazon Fresh store London, UK

A poster advertising British milk in the Amazon Fresh store in Canary Wharf.

Grace Dean/Insider


The store also sold meal deals, which are offered by many British supermarkets. Deals at other outlets usually allow you to get a main, drink, and snack like potato chips or a chocolate bar deals for £3 or £3.50 ($3.90 or $4.60).

Amazon Fresh store London, UK

The meal deal display in the Amazon Fresh store in Canary Wharf.

Grace Dean/Insider


But at Amazon, you paid for the main and then could add a drink and snack for £1 ($1.30) extra. Because I went for quite an upmarket salad, my meal deal ended up coming to £5.50 ($7.20). I’d never paid that much for a supermarket meal deal before.

Amazon Fresh store London, UK

The meal deal display in the Amazon Fresh store in Canary Wharf.

Grace Dean/Insider


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