Amazon Fresh Announces New Strategy and Redesigned Stores

Amazon Fresh grocery stores have been struggling, so the company is making some changes to appeal to customers.

Among these changes are the addition of “hundreds of new name brands to two Amazon Fresh stores in suburban Chicago; more quick meal options like sandwiches and ready-made dinners; smart shopping carts that allow customers to scan groceries as they shop and check out without waiting in line; and Krispy Kreme doughnut shops,” CNN reported.

Amazon Fresh operates as a full-size grocery store and targets lower and middle income customers.

The company has reportedly paused store expansion and plans to focus on the more than 40 already existing locations throughout the country. The CEO of Amazon, Andy Jassy, said the company is experimenting and trying to find a format that “resonates with customers” before expanding.

Amazon also owns Whole Foods, which targets a wealthier clientele, and Amazon Go, a cashier-less store with limited offerings compared to Amazon Fresh.