And then there were 20: Amazon Fresh UK convenience store set to open at Notting Hill Gate in London

Amazon UK will open a Just Walk Out technology powered Amazon Fresh store in Notting Hill Gate on 29th November.

This will be its 20th in the UK market and 19th in London, with the non-London location situated in Sevenoaks, Kent.

It will include an Amazon collect and returns counter and follows the launch of new stores in Liverpool Street earlier this year and Moorgate in August.

In an interview with RTIH, Amazon Fresh UK Director Matt Birch said it would have the latest in Amazon Fresh thinking both in terms of the range and also its payment options. Tackling the issue of payments for Amazon Fresh has been a necessary focus with many blaming the slower than expected store roll-out on the limited ways in which customers pay.

The original target had been a portfolio of more than 200 stores by the end of 2025. Previously the ability to pay had been restricted to payment by QR code. That has now changed.

“We’ve been thinking very much about the way customers can pay in our stores. Instead of just paying with the QR code, which a load of our customers love, you can also just tap a credit card to pay and that’s in response to listening to customers and how they want to experience our stores,” said Birch.

The Notting Hill Gate store will include self-checkouts, which were also installed in its Monument store recently. “It’s just making it as easy and effortless as possible for customers to experience our great selection, value and convenience but then paying the way they want to.”

Amazon Fresh’s Deliveroo partnership has also expanded, rolling out from its Hoxton store, to also serve customers in Kensington and Southwark.

Despite the latest openings, store numbers remain relatively static.

Three Amazon Fresh stores closed in the summer including the first UK one which opened in Ealing Broadway in March 2021, as well East Sheen and Wandsworth which were also less than two years old. Its Dalston location closed in January 2023.

Birch said the fluidity of the stores is a result of continual learning. “We’ve always looked to make sure that the shops we’ve got are in the right place. If you look at all convenience estates and the way retailers think about this, it’s a constantly moving feast. You’re always looking to make sure that you are where customers need you to be.”  

As ever Amazon is coy about future plans, but Birch believes the strategy is going well.

“We’re very, very excited by the reactions we are getting from customers to the changes we’ve made this year. We’re continuing to look for locations where we can reach new customers and grow the business.”

“Customers tell us that they love interacting with our stores and particularly love the convenience of not having to scan your own products.”

“It’s fast and customers talk about it being slightly magical as well as quite exciting which is not often words you often hear about convenience shopping. We get great feedback but also, they tell us how we can make it even better.”