Amazon Fresh

Major player in online grocery delivery and emerging physical grocery retail with integrated advertising capabilities

Amazon Fresh is Amazon's comprehensive grocery service that operates both as an online grocery delivery platform and a chain of physical grocery stores. Launched as an online delivery service in 2007 and expanded to brick-and-mortar locations starting in 2020, Amazon Fresh offers customers a wide selection of fresh produce, meat, seafood, prepared foods, and everyday essentials. The service integrates deeply with Amazon's broader ecosystem, providing Prime members with free delivery on orders over a certain threshold and featuring Amazon's proprietary technologies like Just Walk Out shopping and Alexa integration in physical stores. As a subsidiary of Amazon, Fresh represents the company's significant investment in the grocery retail sector, competing directly with traditional supermarkets and other grocery delivery services. The physical stores feature Amazon's innovative retail technologies including smart shopping carts (Dash Carts), cashierless checkout options, and seamless integration with the Amazon app for shopping lists and promotions. While not primarily an AdTech company, Amazon Fresh serves as an important component of Amazon's retail media ecosystem, providing valuable first-party shopping data and advertising inventory through both its online platform and in-store digital displays, contributing to Amazon's growing advertising business.