Amazon Fresh

One of the largest online grocery delivery services in the U.S., backed by Amazon's logistics infrastructure and Prime membership ecosystem

Amazon Fresh is Amazon's dedicated grocery brand encompassing both online grocery delivery and physical retail stores. Launched in 2007 as an online grocery delivery service, it has expanded into a network of brick-and-mortar Amazon Fresh grocery stores featuring innovations like Dash Cart smart shopping carts and Amazon's Just Walk Out technology at select locations. The service integrates deeply with Amazon Prime, offering free same-day or next-day grocery delivery to Prime members in eligible areas, alongside competitive pricing and exclusive deals. Amazon Fresh operates as a standalone grocery brand distinct from Amazon's Whole Foods Market acquisition, targeting everyday value-conscious shoppers rather than the premium organic segment. The physical stores, which began opening in 2020, feature a tech-forward shopping experience and have been rolled out primarily across major U.S. metropolitan areas. Amazon has also experimented with store formats and periodically adjusted its physical footprint based on performance data. In the AdTech and retail media ecosystem, Amazon Fresh plays a significant role as a channel within Amazon's broader retail media network. Brands and CPG advertisers can target shoppers through Amazon's DSP and sponsored product placements tied to grocery intent signals, making Amazon Fresh a valuable touchpoint in Amazon's advertising flywheel. The service competes directly with Instacart, Walmart+, Kroger delivery, and other grocery delivery platforms for both consumer wallet share and retail media advertising dollars.