Amazon Fresh is set to close all 19 of its locations in London, just shy of five years since the debut of its first store. The chain operated with a “just walk out” technology that allowed customers to enter the store, pick items, and automatically charge their Amazon account upon exiting, employing various sensors and AI.
Reasons for the closure include challenges related to store locations and market differentiation. An analyst noted that the till-less technology often felt awkward for consumers. Customer experiences highlighted confusion about the entry and exit processes, with concerns about how the system tracked items. There were questions about whether putting items back on shelves would lead to accidental charges.
The initiative prompted discussion about the implications of advanced technology in shopping. Critics compared the experience to self-checkout lines in other stores, which have also faced scrutiny for their potential to frustrate shoppers. In contrast to traditional methods, where clerks interact with customers at checkouts, the automated experience in Amazon Fresh left some feeling apprehensive, instilling a sense of surveillance and distrust.
While other brands have introduced self-checkout solutions that consumers appreciate, Amazon Fresh’s approach has not resonated as well. It suggests a broader issue with public acceptance of radically innovative shopping technologies. The closures may reflect a hesitance toward fully embracing such automated systems, akin to the reluctance seen with drivers adopting self-driving cars.
Overall, the exit of Amazon Fresh from the London market raises questions about consumer readiness for advanced shopping technologies and the balance between convenience and the human element in retail experiences. As shopping evolves, will technological innovations find a way to coexist with traditional social interactions inherent in shopping?
Source: https://www.theguardian.com/commentisfree/2025/sep/27/amazon-fresh-store-closing-technology-shopping